How NIL Spending Could Propel Texas Tech to a Big 12 Title in 2025

The Red Raider NIL Surge

Few schools outside the SEC have embraced NIL with the fervor of Texas Tech. Thanks to the Matador Club, a collective backed by deep-pocketed donors and West Texas oil wealth, every scholarship football player now receives a minimum five-figure annual NIL deal. This isn’t just about retention—it’s about recruitment.

“We’re not just in the game. We’re helping change it,” said a booster close to the program. And recruits have noticed. The 2025 class includes several blue-chip players who cited Tech’s transparent NIL structure as a key factor in their commitment.

Joey McGuire’s Culture-First Philosophy

Head Coach Joey McGuire has created a culture that blends old-school grit with modern-day momentum. His approach to NIL doesn’t just involve flashy figures—it’s built on alignment with team goals and community values. Players are expected to earn their deals, not just receive them.

“We want dogs who know how to win—and know how to represent this school,” McGuire said during spring camp.

Key Players Who Could Tip the Scales

• Behren Morton – The junior quarterback is fully healthy and reportedly sharper than ever. If he delivers on deep-ball consistency, Tech’s offense becomes a nightmare.
• Jerand Bradley – A big-bodied receiver with NFL tools. NIL helped keep him in Lubbock another year—and the Big 12 DBs might pay the price.
• Ty Kana – A rising star at linebacker, Kana has embraced leadership and NIL ambassadorship roles. His presence could anchor a top-3 Big 12 defense.

The Big 12 Landscape in Flux

With Oklahoma and Texas off to the SEC, the 2025 Big 12 is wide open. Utah, Kansas State, and Arizona State pose real threats, but Texas Tech has the edge in roster stability and institutional momentum. Don’t be surprised if the Red Raiders are 7-0 heading into November.