Joey McGuire calls Texas Tech a ‘disruptor of college football’ in NIL era
Last year, as Joey McGuire and Texas Tech made their run to a Big 12 title, the storyline throughout the year was about the program’s increased investment. The Red Raiders’ 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 “embrace” the narrative about how much the program spent.
But with the 2026 season on the horizon, he called the Red Raiders a “disruptor” in college football and has no plans on slowing down. SUBSCRIBE to the On3 NIL and Sports Business Newsletter McGuire said Texas Tech doesn’t 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 “buy” an offensive line for the Red Raiders.
He responded with two words, “I will,” and the post appeared on T-shirts – one of which is in McGuire’s office. But McGuire said that exchange summed up Texas Tech’s mindset in college football’s new era. It’s why he thinks the Red Raiders are in position to continue their upward trajectory.
“You’ve got to love that, hey, we’re upfront with it,” McGuire said on Bussin’ With The Boys . “And a lot of people weren’t, that were spending more than we were. But they didn’t 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.
“I think that’s why we’re the disruptor of college football. Our logo, necessarily, hadn’t been in the forefront in this sport. Now, we’re trying to make sure that we’re in the forefront and then, we’re staying there.