Texas Tech's massive NIL spending second only to one historic college football team

Texas Tech has emerged as one of the top spenders in college football's Name, Image, and Likeness (NIL) landscape, allocating $28 million in 2025, ranking second only to Texas. This surge in NIL investment is largely driven by billionaire Cody Campbell, a former Texas Tech offensive lineman who amassed his wealth in the oil industry. Despite significant spending, the Red Raiders have focused their resources primarily on enhancing their defense rather than individual star players.

Quarterback Behren Morton, with a projected NIL value of $1 million, is among the notable beneficiaries, although his earnings are modest compared to Duke's Darian Mensah, the highest-paid quarterback at $4 million this season. Texas Tech's strategy includes spreading the NIL budget across the team, resulting in no player ranking among the top 40 highest-paid in college football according to On3's projections. Linebacker David Bailey and five-star offensive tackle Felix Ojo are among the higher earners within the team,