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NIL is the ultimate recruiting tool in today’s era of college football. Money talks, and top prospects are often drawn to the highest bidders.
Spending has a direct correlation to success. Texas Tech is the perfect example, as it boasts more football recruiting funds than most everyone in the sport.
Head coach Joey McGuire appeared on a recent podcast segment with Bussin’ With the Boys. He revealed how the program’s bankroll is impacting both the Red Raiders and their counterparts.
Texas Tech football has money to blow.
The program is largely funded by billionaire booster Cody Campbell, a former player that’s since made boatloads in the oil industry.
Campbell co-founded Double Eagle Energy Holdings. The business builds drilling operations on rented land and then sells those builds to other energy companies. Developments have sold for as much as $3-6 billion.
He’s used his profits to build his alma mater into a national championship contender. Last year, that meant spending millions on recruiting efforts.
It resulted in a Big 12 title and the team’s first-ever College Football Playoff appearance. He plans to continue bolstering the roster in 2026.
NIL has put Texas Tech on the playing fields of local rivals like Texas and Texas A&M. Money is not holding the school back. A full investment has been made.
While they may have to spend more to land talent due to lesser brand recognition, they are unafraid to do so. It’s had an adverse effect on other programs.
Agents are using fake Texas Tech offers as a negotiation ploy.
“We are the drivers of driving NIL money up from the standpoint of how we’re being used,” McGuire said. “If you get in the transfer portal, your agent is going to say, ‘Hey, Texas Tech is talking to him.’
“All of a sudden, the conversation changes. Half the time, we’re not even talking to these kids. I’ll have to call a coach and say, ‘Coach, we’re not talking to this kid. I don’t care what their agent says. They’re trying to drive your money up.’ ”
The conversation centered around the shadiness of certain agents, which has been a topic of discussion amongst coaches in the past.
Tremaine Jackson, the head coach at Prairie View A&M, described the worst type of agent as being the close family member looking to make a quick buck.
His worst nightmare is the “uncle to the single mom.”
The money-grabbing antics have affected players, too. Vanderbilt star Diego Pavia refused to hire an agent in fear of being fleeced for 10-15% of his NIL deal by representation.
It is an issue. McGuire has done his part to temper the shiestiness by being transparent with rival coaches.
Given Texas Tech’s outlook on NIL spending, it’s a problem unlikely to stop. Schools will continue outbidding the Red Raiders for top prospects whether McGuire’s actually recruiting them or not.