It’s Time to Win’: McGuire Navigates Surging NIL Expectations and a Flooded Transfer Portal Ahead of 2025

Joey McGuire’s transformation from high school standout coach to Texas Tech’s head coach has intersected with one of the most turbulent eras in college football history—driven by Name, Image, and Likeness (NIL) deals and the explosive transfer portal. Heading into the 2025 season, McGuire withstood mounting pressure as his roster swelled with portal talent and booster cash, prompting a direct challenge: time to win now.

McGuire’s coaching philosophy traces back to his days at Cedar Hill High School in Texas. Back then, at just 31, he replaced a Hall of Fame coach and was told explicitly by the superintendent: “If you don’t win, you’re gone.” He lives by that principle, saying, “I’m in the winning business”

When McGuire arrived in Lubbock, Texas Tech’s strategy was gradual—lean on state high school ties, recruit undervalued talent, and build a competitive roster over time. But everything changed this offseason. A new billionaire booster, Cody Campbell, sold his oil and gas firm and funneled NIL money into the program. Overnight, Texas Tech transformed into possibly the most talent-rich roster in the Big 12

McGuire admits: “It’s time to win,” and acknowledges the “100 percent” increase in pressure

Yet he embraces it: “I’d rather be in this situation than hoping we could get to a bowl.” The expectations shifted from slow growth to championship contention, and McGuire is all in.

Texas Tech didn’t just rely on NIL—they cleaned house at the portal, securing around 20 new players, many of them starters or key rotational pieces. Their focus: offensive and defensive lines, and secondary.

McGuire notes the difference: “We couldn’t handle losing our left guard last year… now we have nine linemen who can play at this level”

The departure of Texas and Oklahoma to the Big Ten leaves a wide-open Big 12. McGuire boldly says, “The Big 12 is there for the taking” with parity across the conference and regular 3.5-point spreads .

Texas Tech needs to separate itself. After finishing 8‑5 in 2024—a result McGuire labels “a disappointment” despite wins over Big 12 Championship Game teams—mediocrity won’t cut it

McGuire’s scenario underscores a larger trend: NIL and the portal have redefined coaching roles across college athletics. Where older coaches built programs bit by bit, those with NIL-rich backing now race to capitalize—and fast. McGuire acknowledges the coaching job is “a different job” now

He sees positives: bigger roster, depth, competitiveness—but also the weight of heightened expectations: “Whatever happens… it’s all on me and us coaches”

The competition for booster dollars ensures universities must demonstrate immediate returns or risk losing support. McGuire, however, views this as preferable to hanging by a thread, hoping small gains lead to a bowl game.

McGuire’s upbeat optimism centers on his roster: “We have the bullets in the gun to go friggin’ fight our tails off”

This model isn’t confined to Texas Tech; it’s emerging across Power 5 programs. As the NIL era deepens, the margin for building slowly narrows—or vanishes entirely.