Joey McGuire Fires Back at Critics: “They’re Complaining Because We’re Winning the NIL Game” — Texas Tech’s Head Coach Unapologetic as Rivals Stir

In the heart of West Texas, the Red Raiders are doing more than just preparing for another football season — they’re igniting conversations across college football. Texas Tech head coach Joey McGuire recently made waves with a fiery defense of his program’s aggressive approach to Name, Image, and Likeness (NIL) deals. As whispers from rival programs grow louder, McGuire is not backing down — in fact, he’s leaning in with defiance.

Speaking at a recent media availability session, McGuire addressed the mounting criticism from opposing coaches and fanbases who have taken issue with Texas Tech’s increasingly successful NIL strategy. His message was crystal clear: “They’re not mad because we’re breaking the rules — they’re mad because we’re doing it better than they are.”

Since the NCAA opened the door for student-athletes to profit from their name, image, and likeness in 2021, the landscape of college athletics has shifted dramatically. Programs across the country have scrambled to develop collectives, fundraising pipelines, and partnerships to stay competitive in recruiting. Texas Tech has emerged as one of the most efficient operators in this space — something McGuire proudly highlights.

Our kids are getting taken care of the right way,” he said. “We’re not just throwing money around. We’ve built a structure that works. We’ve got support from our fans, our boosters, and our community. And it’s working. That’s why people are talking.”

McGuire’s comments come on the heels of several anonymous grumblings from within the Big 12 and beyond, suggesting that Texas Tech’s NIL efforts are “too aggressive” or “bad for the sport.” McGuire, however, isn’t buying the moral outrage.

Texas Tech’s momentum on the recruiting trail is undeniable. The Red Raiders have hauled in multiple blue-chip commitments over the past two recruiting cycles, outdueling traditional powerhouses like Texas, Oklahoma, and even some SEC schools in the process. Much of that success, according to insiders, stems from the school’s proactive and player-first NIL philosophy.

The Matador Club — Texas Tech’s primary NIL collective — has helped orchestrate hundreds of thousands of dollars in legitimate, transparent deals for players, from brand partnerships to community appearances. McGuire emphasized that the structure is both sustainable and rooted in integrity.

There’s no smoke and mirrors here,” he said. We’re doing things by the book. We’ve built a culture around support and investment, not just financially, but in every aspect of our players’ lives. They know we’ve got their backs.”

That emphasis has resonated with families and high school coaches across Texas and beyond, who often cite Texas Tech’s transparency and authenticity in the NIL space as a key reason for their players choosing the Red Raiders.

McGuire’s stance reflects a broader conversation in college sports: how to navigate the fast-evolving world of NIL without compromising integrity. But he believes that much of the pushback against programs like his stems not from legitimate concerns, but from jealousy and resistance to change.

As Texas Tech enters the 2025 season with high expectations and a roster bolstered by a mix of returning stars and promising new faces, McGuire’s vision for the future is clear. He wants the Red Raiders to be more than just competitive — he wants them to be dominant. And he sees NIL as a vital part of that equation.