How an Influx of NIL Money Changed Joey McGuire’s Job Overnight at Texas Tech: ‘It’s Time to Win’
The landscape of college football continues to evolve, and few programs are embracing that change more aggressively than Texas Tech. At the center of it all is head coach Joey McGuire, whose role has been dramatically reshaped by a sudden surge of Name, Image, and Likeness (NIL) funding.
Just a couple of years ago, Texas Tech was fighting to stay relevant in the Big 12. Now, flush with NIL resources estimated in the tens of millions, the Red Raiders are no longer just trying to compete—they’re aiming to win big. McGuire, once focused primarily on player development and traditional recruiting, now finds himself at the helm of a program with serious financial backing and championship expectations.
“It’s time to win,” McGuire said bluntly during a recent interview. And with the tools now at his disposal, that’s no longer just coach-speak. The program has landed high-profile recruits, retained key veterans, and created an environment that’s not only competitive but also financially rewarding for student-athletes.
The NIL infusion has not only helped Texas Tech attract elite talent but has also allowed McGuire to compete with powerhouse programs that historically overshadowed the Red Raiders. Players now see Lubbock as a legitimate destination for both athletic and financial growth, and that’s a game-changer.
Still, with great power comes immense pressure. Expectations have shifted. Fans and boosters want immediate results, and the bar is now set at conference titles and national contention.
For McGuire, it’s no longer about building slowly—it’s about delivering now. And with the backing of NIL, a passionate fanbase, and a deep roster, he might just be the one to do it.
