Since the NCAA’s monumental decision in July 2021 that allows college athletes to profit from their name, image, and likeness, Texas Tech has taken the lead, rewriting the way NIL is looked at across all sports. From football and basketball to softball, Texas Tech has emerged has the standard in building a sustainable, student-athlete first NIL environment that other schools now try and replicate.
What sets Texas Tech apart isn’t just the money being spent or made, it’s how the money is being earned, and what it’s being used to build. Rather than building a system that is only beneficial to a superstar wide receiver or an All-American shooting guard, Tech has built a culture where every athlete, no matter the sport or position, has access to resources and guidance to make as much money as they deserve. This includes things like the Matador Club, branding workshops, financial counseling, media training, and local partnerships around Lubbock. It’s a complete approach that prioritizes the athletes long-term personal and professional development, not just these short term deals or sponsorships.
Nowhere is this more evident than Texas Tech’s football program, Cody Campbell has helped back $55 million into this 2025 roster. The Red Raiders have one of the best donor support groups in the country, which leads to opportunities that reflect Lubbock’s values and energy. Texas Tech isn’t like most of these universities that completely rely on national endorsements, the Red Raider football players are frequently out in the community, engaging in local initiatives — from promoting Lubbock-owned businesses to hosting youth football camps that can help boost their personal branding, along with giving back and strengthening the community ties. The collective efforts from Campbell and the other donors have made Texas Tech a very attractive destination for recruits who care about more than just playing time.
Texas Tech have also embraced basketball in NIL funding to build a national championship level roster year in and year out. The men’s basketball team has partnered with media outlets, apparel companies, and podcasts to give the fans a look at how they are off the court. The Matador Club has introduced ways for these athletes to not only make money but expand their personal brand and engage with the players like no other college has done before. It isn’t just a side gig — they’re platforms for influence, business, and legacy.
Perhaps the most impressive is what is happening in the Red Raiders softball program. Traditionally, women’s sports have received less attention in NIL discussions, but Tech’s program is changing the narrative in real time. NiJaree Canady set a record for the highest NIL deal for a softball player with a deal north of $1 million. Texas Tech proved that deal was perfect as they finished just one win away from a national championship this past season. The equal support given to all of the athletes has shown visibility to sports that may not have gotten them before the NIL era.
What Texas Tech understands, and what others are now realising, is that NIL is not just about the money or looking to profit — it’s about institutional branding, athlete empowerment, and redefining the college experience. Tech’s approach has created a blueprint that blends competition, character, and commerce in a way that respects the athletes and communities around Lubbock. Texas Tech has positioned itself to not only be seen as an NIL participant, but as a national leader in every sport. Setting the standard for those to follow.
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