Last year, as Joey McGuire and Texas Tech marched to a Big 12 championship, the narrative throughout the year centered on the program’s increased investment. The Red Raiders’ roster was one of the most costly in college football, as the program benefited from NIL and revenue sharing.
As he reflected, McGuire stated that Texas Tech should “embrace” the story of how much money the program spent. But, with the 2026 season approaching, he labeled the Red Raiders a college football “disruptor” and has no intention of slowing down.
McGuire said Texas Tech does not avoid discussing its investments, citing remarks from booster and board chair Cody Campbell to demonstrate this. In fact, Campbell’s now-famous 2024 remark in answer to a fan pleading with him to “buy” an offensive line for the Red Raiders. He replied with two words, “I will,” and the message appeared on T-shirts, one of which is in McGuire’s office.
But McGuire believes that encounter sums up Texas Tech’s attitude to college football in the new era. It’s why he believes the Red Raiders are poised to continue their upward trend.
“You have to appreciate that, hey, we’re upfront about it,” McGuire remarked on Bussin’ With The Boys. “And a lot of people weren’t, who were spending more than we were. But they didn’t want to bring it out right away because I believe they believed their logo would have the same power as previous logos.
“I think that’s why we’re the disruptor in college football. Our insignia was, by necessity, not prominent in this activity. Now, we’re attempting to ensure that we’re at the front and staying there. “
Joey McGuire: “We’re here for real”
Last summer saw a historic shift in college athletics when the House agreement brought in revenue-sharing. It allowed schools to directly distribute up to $20. 5 million with athletes, and that figure is anticipated to rise to $21. 3 million this summer.
Following approval, Joey McGuire spoke with Texas Tech authorities to explore how to navigate the new environment. Of course, Cody Campbell plays a significant role in this, and McGuire referenced a now-famous Campbell social media post to summarize the school’s attitude.
McGuire hopes to avoid becoming a one-hit wonder after last year’s College Football Playoff participation. He wants Texas Tech to be at the top of the sport, and he emphasized the school’s investment in the program beyond NIL and rev-share to prove his point.
“Last year, we embraced it to make everyone understand that we’re here to play,” McGuire said. “We wanted the players around the nation to realize that all the negative recruiting that may occur, such as, ‘There’s nothing out in West Texas,’ and, ‘What are the facilities like? What are they doing? ‘
“Well, when you walk into the Womble Football Center, it is the greatest facility in the country. It competes with everything available. And then, you turn around and we’re sharing at the highest level. We wanted to make sure everyone knew that we were here to stay, not just for a year. ”
