By [Your Name/Staff Writer]
Texas Tech football is experiencing a significant surge in success, largely due to the investment of Cody Campbell and his El Matador NIL collective. The Red Raiders recently secured their first Big 12 championship since 1955 with a 34-7 victory over BYU. Campbell, the driving force behind this transformation, outlined the strategy that led to the team’s remarkable turnaround.
“Everything started changing in the summer of 2021. It became a place where there were no rules,” Campbell stated. “You could kind of do whatever you wanted to do. And so what we identified was that there was this gap period, and for a period of time we were going to be able to pay NIL with basically no rules.”
Following the establishment of this financial plan, Campbell and his team met with head coach Joey McGuire to determine the investment required to recruit the desired talent. They engaged an analytics expert, combining data analysis with film study to identify key recruits. When the transfer portal opened, the collective executed a substantial investment.
The most impactful move occurred during the 2025 season, allowing teams to acquire players from other institutions, akin to free agents in professional sports. Campbell and a group of donors committed approximately $12 million to bring in 21 transfers. This included players such as Romello Heights and David Bailey. This spending spree elevated the team’s roster valuation to over $28 million, placing Texas Tech among the nation’s top spenders, alongside powerhouses like Texas.
Within the initial stages of the 2025 campaign, the Red Raiders began to yield significant dividends. Their defense, previously a weak point, transformed into a formidable force, conceding just over 17 points per game and ranking within the top 15 nationwide. The offense, meanwhile, averaged 35 points per game.
Campbell reinforced the long-term commitment, stating they would repeat their oil-money recruiting strategy: “We were able to communicate exactly what the players are getting and exactly when they’re going to get it, to all their families and to them. We were able to actually get commitments from every one of our top prospects at each position. It meant we were going to spend a lot more money than I originally anticipated, but we’re here for it. And again, I thought it was a generational opportunity for us.”
Texas Tech concluded the 2025 season with a 12-1 record and the Big 12 championship.
What’s the odds for Texas Tech for their natty run?
With a 12-1 record, the Red Raiders are projected to be a top seed. This high seeding provides a coveted first-round bye, allowing them to skip the opening weekend playoff games and advance directly to the quarterfinals, scheduled for New Year’s Eve or New Year’s Day.
Texas Tech will face the winner of one of the earlier first-round playoff games. The official CFP bracket will be announced later this evening, and the location will be one of the major New Year’s Six bowl sites, such as the Cotton Bowl or Orange Bowl.
According to sportsbooks, Texas Tech’s odds for a national championship run are currently around +1100, indicating a legitimate threat despite not being the overall favorite, translating to roughly a 9% chance of going all the way. Many analysts and observers agree that Texas Tech would be a strong competitor against any top team in the country.