CFB Coach Says Texas Tech's Roster Is Making '10 Times' His Team in NIL, 'Big Numbers'

Texas Tech has won double-digit games just one time in the last 48 seasons, but it is trying to change that pattern of mediocrity in the name, image and likeness era of college football.

And its approach has certainly turned heads.

On Thursday, David Ubben, Justin Williams and Chris Vannini of The Athletic relayed quotes from other Big 12 coaches regarding the Red Raiders' supposed big spending in the NIL era. There was a combination of jealousy, frustration and skepticism regarding how effective it will be, but one coach said Texas Tech's roster is making 10 times more than his team's players.

"I don't know what to believe," the coach said. "I don't even know how it's possible. Those are big numbers. There will be a lot of young men taking pay cuts when they get done playing college football."

Six coaches expressed regret they don't have similar financial support from their programs with one directly saying, "good for them, I'm jealous."

However, another highlighted how "tough" the pressure will be to win with this approach while another coach saw the entire ordeal as "ridiculous" and potentially problematic down the line.

"They're not just outbidding, they're outbidding (other teams) by 3X," the coach said. "Wild, but it will be interesting. If the players are good kids, about the right things and about winning, I think it'll go great. If they're about themselves, the first time adversity hits will define them."

Texas Tech went 8-5 last season under head coach Joey McGuire and ended its campaign with a Liberty Bowl loss to Arkansas. That type of season is traditionally a solid one for a program that hasn't won double-digit games since 2008 and is often overshadowed by Texas and Texas A&M within its own state, but the NIL approach will change the expectations.

The Red Raiders are a solid 27th in the country in 247Sports' composite rankings for the 2026 recruiting class with time to improve. 

And they turned heads recently when they landed the commitment of 5-star offensive tackle Felix Ojo. ESPN's Eli Lederman reported Texas Tech gave him a fully guaranteed three-year, $5.1 million contract as part of the recruitment.

If those are the type of figures the Red Raiders are doling out to land the nation's best recruits, he won't be the last elite prospect they end up with in 2026 or beyond.

That could translate to winning in the near future.