No program better captures the new arms race than Texas Tech, where billionaire booster and regents chairman Cody Campbell's Matador Club has raised $63.3M and is pushing the Red Raiders' all-sport spend toward a reported $55M.
That money delivered the nation's No. 1 transfer class, a 2025 Big 12 title and a College Football Playoff berth under Joey McGuire, plus a top-10 men's basketball roster. Texas Tech even reset the softball market, reportedly handing pitcher NiJaree Canady the sport's first $1M+ NIL deal. Few collectives in America spend more aggressively per dollar of tradition.
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The Sideline Staff·NIL Desk