Joey McGuire referred to Texas Tech's significant financial investments in player recruitment through NIL deals, positioning the program as a leader in adapting to the changing landscape of college football.
Texas Tech's increased spending on NIL has allowed the program to build a competitive roster, contributing to their success in the Big 12 and enhancing their overall recruitment strategy.
McGuire's commitment to continued investment in NIL suggests that Texas Tech aims to maintain its competitive edge and attract top talent as they prepare for the 2026 season.
Texas Tech's high roster costs are attributed to strategic investments in NIL opportunities and revenue-sharing, which have become crucial in recruiting and retaining talented players.
Texas Tech head coach Joey McGuire labeled the program a 'disruptor of college football' due to its significant investment in player recruitment through NIL deals. As the 2026 season approaches, McGuire emphasizes the importance of continuing this trend.
Texas Tech head coach Joey McGuire (Photo by Mark Rebilas/Imagn Images)
Last year, as Joey McGuire and Texas Tech made their run to a Big 12 title, the storyline throughout the year was about the programâs increased investment. The Red Raidersâ roster was among the most expensive in college football as the program capitalized through NIL and revenue-sharing.
As he looked back, McGuire said it was important for Texas Tech to âembraceâ the narrative about how much the program spent. But with the 2026 season on the horizon, he called the Red Raiders a âdisruptorâ in college football and has no plans on slowing down.
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McGuire said Texas Tech doesnât shy away from the conversation about its investment and pointed to comments from booster and board chair Cody Campbell to show that. In fact, a now-famous 2024 post from Campbell in response to a fan asking for him to âbuyâ an offensive line for the Red Raiders. He responded with two words, âI will,â and the post appeared on T-shirts â one of which is in McGuireâs office.
But McGuire said that exchange summed up Texas Techâs mindset in college footballâs new era. Itâs why he thinks the Red Raiders are in position to continue their upward trajectory.
âYouâve got to love that, hey, weâre upfront with it,â McGuire said on Bussinâ With The Boys. âAnd a lot of people werenât, that were spending more than we were. But they didnât want to come upfront with it because I think they thought their logo was going to carry the power of what their logos have carried.
âI think thatâs why weâre the disruptor of college football. Our logo, necessarily, hadnât been in the forefront in this sport. Now, weâre trying to make sure that weâre in the forefront and then, weâre staying there.â
Last summer marked a wave of change in college athletics as the House settlement ushered in revenue-sharing. It opened the door for schools to directly share up to $20.5 million with athletes, and that figure is expected to grow to $21.3 million this summer.
Following approval, Joey McGuire recalled conversations with officials at Texas Tech to figure out a plan to navigate the new-look landscape. Of course, Cody Campbell is a big part of that, and McGuire pointed to a now-famous Campbell social media post to sum up the schoolâs mindset.
McGuireâs goal is to avoid being a one-hit wonder after last yearâs College Football Playoff appearance. He wants Texas Tech to stay atop the sport, and he pointed to how the school has invested in the program beyond NIL and rev-share to make his point.
âLast year, we embraced it to get everybody understand that weâre here to play,â McGuire said. âWe wanted the players around the country to understand that all the negative recruiting that can take place of, like, âThereâs nothing out in West Texas,â and, âWhat are the facilities like? What are they doing?â
âWell, you walk into the Womble Football Center, itâs the best facility in the country. It goes head-to-head with anything thatâs out there. And then, you turn around and weâre sharing at the highest level. We wanted to make sure that everybody understood weâre here for real and it just is not a one-year deal.â
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