“I feel like 24 hours can really change your life,” CeeDee Lamb said last month after his massive extension. For Dak Prescott, those words rang true in more ways than one. The ink on his massive $240 million contract was barely dry when the Dallas Cowboys quarterback found himself facing an unexpected blitz – from his teammates, one that is likely to make his wallet a little lighter.

Several Cowboys players wasted no time in dropping not-so-subtle hints about their wrist sizes, eyeing high-end watches as soon as Prescott sealed his extension with the squad. It seemed the locker room has quickly adjusted its expectations to match Prescott’s newfound status as the NFL’s highest-paid player.

Jon Machota, a Cowboys insider, spilled the beans on social media. He reported that multiple teammates approached Prescott with their wrist measurements, hoping to score a gift. These weren’t just any watches they were after. We’re talking Rolex and Audemars Piguet – timepieces that can easily set you back $100,000 or more. To put that in perspective, a top-of-the-line Rolex can cost up to $84,150, while Audemars Piguet watches average around $45,000, with some models reaching a jaw-dropping $336,000.

This playful demand from teammates isn’t just about the watches. Prescott’s deal, which includes a whopping $231 million in guaranteed money, has raised the bar for expectations both on and off the field. This guaranteed amount beats the previous record held by Deshaun Watson by a whopping $1 million – talk about a photo finish in the contract race.

The Cowboys’ front office made their commitment clear when they locked in Prescott just hours before the 2024 season kickoff against the Cleveland Browns. Owner Jerry Jones didn’t mince words, telling Yahoo Sports’ Jori Epstein, “There’s a lot of me that thinks, hopes, that Dak is the quarterback for the rest of my time. And that’s not just limited to the terms of this contract either. I’ve got a lot of confidence in him.” With that kind of backing, it’s no wonder Prescott’s teammates are hoping some of that good fortune trickles down to their wrists.

Is luxury gifts the new touchdown dance?

In Prescot’s case, he made an immediate impact on the field. In Week 1 versus the Browns today, he captained a dominant performance from the Cowboys in an eventual 33-17 win. Prescott went 19-for-32 for 179 yards and a touchdown, worth every penny of that $60 million annual salary. His 21-yard touchdown pass to Brandin Cooks in the first quarter allowed for a game that saw Dallas take an early 27-3 lead and hold on against the Browns.

While the win adds the cherry on top of this million-dollar contract acquired by Prescott, it turns heads toward the gift-giving tradition. Do NFL stars really indulge in luxurious spreading after landing big contracts? We’ve seen this before. The Kansas City Chief‘s signal-caller Patrick Mahomes gave out his fair share of extravagant gifts over the years. He gave his offensive line custom-fitted golf clubs and designer bags in 2022.

Mahomes scaled things back in 2023 and went a different route giving the entire O-line personalized golf carts. “Those things are street legal, so they’re going about 35 miles per hour,” said teammate Travis Kelce on his podcast as he described linemen zipping around Arrowhead Stadium in their new rides

Other quarterbacks have joined in the routine as well. In the past, for example, Aaron Rodgers gave his Green Bay Packers players ATVs based on their team colors. Jalen Hurts, the Philadelphia quarterback is known for his style, gifting Louis Vuitton duffle bags one year and luxury watches the next! Even running backs have been getting into the craze, as Derrick Henry of the Tennessee Titans purchased his offensive line gold chains customized with “2K” medallions.

It is a step beyond materialism. They are meant to promote team spirit, appreciation, and successful performance as well. Who wouldn’t block a little bit better for the guy who just bought you your own set of clubs or maybe even got you one of those golf carts so powerful it is street-legal?

As Prescott treads into uncharted waters as the NFL’s highest-paid player, he has to be able to balance these expectations with his financial pragmatism. However, the previous two years have shown that a couple of fancy watches could be merely something an NFL player needs to sacrifice. As Prescott said himself earlier this year, “I’ve never played the game for that. I’ve played a game for the pure love for the guys in that locker room.”