Texas Tech NIL Money: How Much Did Red Raiders Spend on Roster?

The No. 4 Texas Tech Red Raiders (11-1) are some of the biggest NIL spenders in college football, and it has paid off in a trip to the Big 12 Championship Game at AT&T Stadium against the No. 11 BYU Cougars (11-1) on Saturday.

According to On3’s Pete Nakos, Texas Tech has the second most expensive roster in college football, trailing only the Texas Longhorns. Led by quarterback Behren Morton and head coach Joey McGuire, the Red Raiders stormed through the Big 12 this year with an 8-1 conference record and the most potent offense in the league (43.2 points per game).

Texas Tech Red Raiders head coach Joey McGuire.Nathan Giese/Avalanche-Journal / USA TODAY NETWORK via Imagn Images

Source of Texas Tech’s NIL Money

TTU’s spending is backed by businessman and board chairman Cody Campbell. The billionaire booster made his money in the oil industry, notably through the $4 billion sale of the company he co-founded, Double Eagle Energy Holdings.

Some of that money has returned to Lubbock in the form of a loaded roster, a head coach in McGuire worth nearly $7 million per year and $240 million invested into Texas Tech’s athletic facilities over the last three years, per ESPN’s Max Olson.

Texas Tech QB Behren Morton’s NIL Value

When evaluating the price tag on any FBS college football roster, the first place to look is the quarterback position. Compared to other big name QBs around the country, Morton’s estimated $1 million NIL value is relatively modest.

Nakos reported in August that the Eastland, Texas native will “make over $1 million this season.”

Part of the reason is that Morton is a fifth-year member of the program who was not brought via transfer portal or recruiting bidding war. Other College Football Playoff contenders like the Ohio State Buckeyes (Julian Sayin, $2.5 million) and Indiana Hoosiers (Fernando Mendoza, $2.6 million) have quarterbacks with far higher estimated NIL values, per On3.

Texas Tech’s Most Expensive Players

Morton is not believed to be the Red Raiders’ most expensive player. Edge rusher David Bailey, a transfer from the Stanford Cardinal, ranks No. 40 among all college football players with an estimated $1.2 million NIL value. That places him 16 spots ahead of Morton.

Texas Tech’s outlay is balanced across its defense and in the trenches. In July, ESPN’s Eli Lederman reported that the Red Raiders sealed the commitment of five-star offensive tackle Felix Ojo with a guaranteed three-year, $5.1 million contract.

Texas Tech Football Roster Total NIL Value

Add it all up and Texas Tech spent more than $28 million on its roster in 2025, sources told Nakos.

Given the lack of top-end contracts, the fact that Texas Tech ranks second nationally in NIL spending suggests their spending goes much further down the roster than other rich programs like the Oregon Ducks and the Miami Hurricanes.

Texas Tech vs. BYU Roster Value

Saturday’s clash in Arlington represents a big mismatch in terms of roster value. Texas Tech’s $28 million roster dwarfs the $10 million BYU reportedly spent in 2025.

The Cougars’ roster is one of the least expensive in the Big 12, sparking jokes that Texas Tech “has a defensive front paid more than BYU’s entire team,” says Richard Johnson of CBS Sports.

An expensive roster does not guarantee wins, but it has certainly helped McGuire build a program in Lubbock that can compete with the nation’s best.

The Red Raiders will hope to reap the benefits of their investment when they meet the Cougars at noon ET for the Big 12 title on ABC and the ESPN app.

This story was originally published by Athlon Sports on Dec 6, 2025, where it first appeared in the College Football section. Add Athlon Sports as a Preferred Source by clicking here.

Texas Tech NIL Money: How Much Did Red Raiders Spend on Roster?

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