Name, Image, and Likeness (NIL) deals are shaking up college football in a big way. Texas Tech has jumped ahead as one of the biggest spenders in this new era.
On3’s Pete Nakos reports that Texas Tech allocated a wild $28 million in NIL money for 2025. That’s second only to Texas.
This huge spending spree is mostly thanks to billionaire Cody Campbell. He’s a former Red Raiders offensive lineman who made it big in the oil business.
Most of Texas Tech’s NIL budget is aimed at beefing up their defense. Still, they’ve put plenty into the offensive line and quarterback rooms too.
Texas Tech’s NIL Spending: A Closer Look
Their aggressive approach has definitely raised eyebrows around college football. With $28 million on the table, Texas Tech is making it clear they want to compete at the highest level.
It’s not just about grabbing top recruits—it’s about turning Texas Tech into a real threat in the Big 12. They’re not shy about their ambitions.
Key Players and Their NIL Values
Quarterback Behren Morton stands out in their NIL plans. On3 puts his NIL value at $1 million.
That’s a big number, but it’s nowhere near the top. Duke’s Darian Mensah, for example, is earning an estimated $4 million in NIL deals this season. Houston’s Conne Weigman is also making over $1 million, so the competition’s fierce.
Focus on Defense
Even with the high price tags on some offensive players, Texas Tech is funneling most of its NIL money into defense. Linebacker David Bailey is expected to be among the highest-paid on the team, with an estimated $1.2 million in NIL value.
It’s a deliberate move. They want a defense that can actually change games.
The Role of Cody Campbell
Cody Campbell is right at the heart of all this. He’s got the Red Raider pride and, honestly, the cash to back it up.
His vision for the program—plus his willingness to write some huge checks—has really shifted where Texas Tech stands in the NIL world.
Investing in Future Talent
They’re not just thinking about today’s roster, either. Texas Tech is already locking down future stars.
Take five-star offensive tackle Felix Ojo from the class of 2026. He signed a fully guaranteed three-year, $5.1 million contract. That’s a loud statement about building for the future.
It’s bold, but if you want to win long-term, you’ve gotta take some swings.
The Bigger Picture: Texas Tech’s Aspirations
Will all this spending actually pay off on the field? That’s the big question, right?
General Manager James Blanchard is optimistic. He likes to compare Texas Tech to a stock ready to explode—think early Bitcoin, Tesla, or Apple. Maybe he’s on to something.
Challenges and Opportunities
Of course, a massive NIL budget isn’t a magic wand. There’s pressure to turn dollars into wins, and that’s never simple.
They’ll need the right coaching, smart development, and maybe a little luck. But if they get it right, Texas Tech could actually become a powerhouse in college football. Wouldn’t that be something?
Conclusion
Texas Tech’s $28 million NIL spending spree is a bold statement about the program’s ambitions. Spearheaded by Cody Campbell and a sharp focus on both current and future talent, the Red Raiders are shaking up the Big 12 in a big way.
The college football world is waiting to see if these hefty financial bets will turn into wins on the field. There’s a lot riding on this, and honestly, it’s hard not to wonder how it’ll all play out.
For more detailed insights into Texas Tech’s NIL spending and what it could mean for college football’s future, check out the full report on Sports Illustrated.
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