Texas Tech's $28M NIL Program Challenges Big 12 Rivals

The Texas Tech Red Raiders, ranked No. 7 and boasting a strong 6-1 record, are overwhelming favorites over the struggling Oklahoma State Cowboys, who are 1-6 under interim head coach Doug Meacham, with a staggering 37.5-point spread highlighting the disparity between the teams. Texas Tech has a robust NIL program supported by major donors like Cody Campbell and John Sellers, fueling significant financial advantages that help attract top talent, with the school reportedly spending $28 million on NIL deals last offseason. Oklahoma State faces challenges beyond the scoreline, including uncertainty at quarterback and coaching adjustments, as Meacham recently relinquished play-calling duties amid efforts to keep pace in the Big 12. The game carries more than just a competitive edge, spotlighting Texas Tech's dominance and fundraising prowess in college football's evolving financial landscape. Fan culture also faces scrutiny with Texas Tech banning the practice of throwing tortillas onto the field, a notable change in game day traditions. Meanwhile, Texas Tech continues to foster community engagement through events like the annual college rodeo, highlighting the university's broader athletic and cultural presence.