When Joey McGuire took over as head football coach at Texas Tech in 2021, he brought an infectious energy, a Texas-sized recruiting network, and a vision for building a sustainable, winning program in Lubbock. But almost overnight, the landscape of college football shifted beneath his feet. With the NCAA’s approval of Name, Image, and Likeness (NIL) compensation in 2021, and with Texas Tech’s boosters stepping up in a major way, McGuire’s responsibilities—and the pressure—changed dramatically. The influx of NIL money meant more resources, more expectations, and a new kind of college football hustle.
Texas Tech quickly became one of the more aggressive programs in terms of NIL support. The Matador Club, a donor-led collective, began offering substantial NIL packages to Red Raider athletes, particularly football players. This wasn’t just about compensating stars—it was a strategy to build depth, retain talent, and make Lubbock a more appealing destination. For McGuire, who is known for his high school coaching background and blue-collar recruiting style, NIL altered the equation. Suddenly, Texas Tech wasn’t just pitching playing time and culture—it was pitching financial opportunity.
In a way, NIL has leveled the playing field for schools like Texas Tech that aren’t traditional blue-bloods but have passionate fan bases and generous boosters. It allowed McGuire to go toe-to-toe with schools like Texas and Oklahoma for recruits who might previously have dismissed Tech outright. But with that opportunity came heightened pressure. “It’s time to win” became more than a slogan—it was a mandate. When donors are investing hundreds of thousands (or more) into NIL deals, they expect results, and quickly.
McGuire has embraced the challenge. Known for his relentless positivity and Texas recruiting ties, he’s adapted by merging his traditional strengths—relationship-building, player development, and culture-building—with the realities of modern college football economics. He’s involved in educating players about brand-building, understands the importance of NIL in retention, and works closely with boosters to ensure alignment. What once was a coach’s job limited to the locker room and recruiting trail has now expanded into the boardroom and social media landscape.
The NIL revolution has also forced McGuire to think more strategically. Depth charts are now fluid, not just because of performance or injuries, but because of transfer portal volatility and NIL-driven movement. Every offseason brings not only coaching evaluations but roster management negotiations. Holding onto talent requires more than loyalty—it requires a competitive NIL package and a winning trajectory.
In short, McGuire’s job is no longer just about Xs and Os or even recruiting—it’s about running a program like a business, managing stakeholders, and delivering wins. The influx of NIL money gave him new tools and new leverage, but also placed Texas Tech under a national spotlight. With that comes pressure—but also promise. If McGuire can deliver on the expectations NIL has made possible, Texas Tech might just be the next big story in college football.
