As Texas Tech surges ahead, envy sweeps across the country

Texas tech is playing the NIL game more effectively than any other athletic department in the country, and that’s making fans of the old NCAA powers uncomfortable.

There’s no denying that Texas Tech has enjoyed a remarkable 2024-25 athletic year. The Red Raiders clinched eight Big 12 championships, the highest tally of any team in the conference.

Adding to that, the Red Raider men’s basketball team reached the Elite Eight and was on the cusp of a Final Four berth before a late-game collapse allowed eventual National Champion Florida to steal the victory.

Outside the competitive arenas, Texas Tech’s success has been undeniable. This is especially clear in football, where the Red Raiders brought in a transfer class so loaded that it’s rated by some recruiting services as the nation’s No. 1 transfer group.

The winning momentum was capped off last weekend when the Red Raider softball team earned a spot in the Women’s College World Series for the first time in school history. This achievement was fueled by Texas Tech’s bold NIL investment in softball, a traditionally overlooked sport. The financial backing attracted star pitcher NiJaree Canady to Lubbock with a reported $1 million per season deal, reshaping the softball program overnight.

As the Red Raiders get ready to compete in the World Series in Oklahoma City this week, the spotlight on their softball program—and the entire athletic department—has intensified. The national conversation is focusing on Texas Tech’s NIL-driven success. But naturally, not everyone is thrilled about the Red Raiders’ rise.

Fans nationwide express jealousy over Texas Tech’s recent dominance

As soon as Texas Tech recorded the final out in their Super Regional win over No. 5 national seed Florida State, a wave of criticism from envious fans flooded social media. The backlash didn’t just come from Seminole supporters.

Fans from across the country began arguing that Texas Tech’s World Series appearance wasn’t as legitimate as others, citing the program’s NIL investments. Some accused Tech of essentially “buying” their World Series spot, a narrative that highlights resistance to Texas Tech’s strategic use of the NCAA’s current rules to elevate its sports programs.

What’s striking is that many of those criticizing Texas Tech hail from universities that, for decades, used covert methods to provide financial incentives to athletes. Well before NIL allowed open compensation, numerous schools found ways to funnel hidden money and perks to recruits and players.

That system worked well for those who mastered it. Now, however, Texas Tech has become the poster child for the new era of college athletics, where player compensation is conducted transparently—and for some reason, that’s upsetting many observers.

The real reason behind the frustration with Texas Tech is that the university isn’t a traditional powerhouse but is emerging as a contender through NIL. If Texas, Alabama, Ohio State, Michigan, Tennessee, USC, or another blue-blood program were leading the NIL revolution, the reaction would likely be more muted. While many of those schools are also making significant NIL investments, they aren’t facing the criticism Texas Tech is.

Texas Tech’s unexpected ascent in several sports is shaking up the old order, and those long used to holding power are now wary of the new challenger. College athletics has always been more tribal than the communal nature of professional sports.

In college sports, it’s always been every program for itself. So, the emergence of a fresh contender is often seen as a threat rather than a welcome development. Longtime leaders fear losing their grip on the top of the mountain as Texas Tech begins to climb.

Ironically, many Texas Tech fans once feared that their university wouldn’t be able to compete in the NIL era, given the athletic department’s history of struggles on the national stage.

Luckily, a committed group of well-funded and determined boosters has stepped up to push Texas Tech to the forefront in multiple sports. Now, the nation is taking notice, though many outside of West Texas are less than pleased.

But that shouldn’t concern Texas Tech fans. After all, ruffling the feathers of those who believe they’re superior has been part of this university’s identity since its founding. So why stop now