How an influx of NIL money changed Joey McGuire’s job overnight at Texas Tech: ‘It’s time to win’
The arrival of Name, Image, and Likeness (NIL) funding at Texas Tech has dramatically altered the landscape of college football—and no one is feeling the shift more than head coach Joey McGuire. Practically overnight, McGuire’s responsibilities expanded beyond traditional coaching duties, placing him at the center of a new era in which roster building, brand awareness, and financial strategy are as crucial as play-calling and recruiting.
Speaking candidly in a recent interview, McGuire acknowledged just how much the sudden influx of NIL resources has changed the expectations around his role.
“It used to be about development, culture, and long-term planning,” McGuire said. “Now, with the kind of NIL support we’re seeing, the message is clear: It’s time to win—and win now.”
Texas Tech has become one of the more aggressive programs in the NIL space, thanks in large part to strong backing from boosters and the establishment of organized collectives. The result is a competitive NIL environment that allows the Red Raiders to not only retain top talent but also go after high-profile recruits who previously may have overlooked Lubbock.
For McGuire, that means navigating a new reality where attracting players isn’t just about facilities or coaching staff—it’s also about showing athletes how their brand can thrive at Texas Tech.
“You’ve got to recruit differently now,” McGuire explained. “It’s no longer just about what you can do for them on the field, but also how you can help them build their future off of it. NIL has become part of every conversation.”
This shift has brought both opportunities and pressure. On the one hand, McGuire now has tools that can elevate the program to new heights. On the other, there’s a heightened urgency to produce immediate results. With fans, donors, and university leadership investing heavily into NIL infrastructure, the expectation is clear: Texas Tech must deliver on the field.
Despite the challenges, McGuire remains optimistic. He believes that the NIL momentum around the program is a sign of commitment—and that it gives Texas Tech a legitimate shot at competing with traditional powerhouses.
“Our support is unbelievable right now,” he said. “We’ve got the pieces, we’ve got the buy-in, and now it’s about execution. The time for building is over. The time to win is here.”
