Texas Tech’s Big-Spending Approach Criticized, but Joey McGuire Calls the Narrative ‘Comical and Hypocritical’ at Coaching School

Texas Tech head coach Joey McGuire didn’t hold back when addressing the widespread criticism of his program’s aggressive recruiting and transfer portal spending. Speaking at the annual Texas High School Coaches Association (THSCA) Coaching School in San Antonio, McGuire responded to media jabs and industry whispers with bold defiance, calling the backlash “comical and hypocritical.”

Over the last two years, Texas Tech has become one of the most discussed programs in the country—not because of national championships or playoff appearances, but because of the way they’ve gone after talent. McGuire’s Red Raiders have surged into the upper echelons of the recruiting and transfer landscape, doling out competitive Name, Image and Likeness (NIL) packages and making high-profile additions that rival the blue bloods of college football.

Critics—many from within the coaching fraternity and traditional media circles—have questioned whether Texas Tech is “buying” its way to relevance, a claim McGuire not only rejects but also calls laughable. “It’s honestly comical to me,” McGuire told a room full of coaches and reporters. “You have programs that have been doing this for years under the table, and now that we’re doing it openly and fairly within the rules, it’s suddenly a problem?”

McGuire, now entering his third full season as head coach, has changed the tone and trajectory of the Texas Tech program since his arrival from Baylor, where he was a key recruiting figure under Matt Rhule. He’s brought the same intensity and grassroots-first mentality to Lubbock, where he’s created an aggressive, donor-powered approach that leans heavily on NIL collectives and visibility in Texas high school football.

Texas Tech’s Red Raider Club, along with the Matador Club—an NIL collective formed in 2022—has helped boost the program’s ability to compete with the likes of Texas, Texas A&M, and Oklahoma for talent. The Matador Club even made national headlines when it announced a program to pay $25,000 annually to 100 Texas Tech football players, regardless of starting status. The move sparked immediate criticism, but McGuire has stood by the model, arguing that players should be compensated fairly and transparently.

“I think it’s hypocritical that we’re being singled out,” McGuire said. “If this was Texas or Georgia doing it, they’d be praised for being forward-thinking. But we do it at Texas Tech, and it’s called reckless or desperate.”

The criticism has been particularly pointed in recent months after Texas Tech landed multiple top-tier transfers, including players from Power Five rivals. In 2024 alone, the Red Raiders brought in a former SEC defensive back, a Big Ten offensive lineman, and a quarterback many expect to challenge for the starting role—all of whom reportedly received significant NIL opportunities.

On the high school front, Texas Tech’s 2025 class ranks among the top 25 nationally, a rarity for a program that has often recruited in the shadow of larger in-state brands. McGuire and his staff have gone deep into the state’s high school ranks, establishing a presence in both metro and rural areas. The Red Raiders now have commits from across Texas—from Houston and Dallas to smaller towns like Longview and Abilene.

McGuire emphasized that Texas Tech’s recruiting strategy isn’t just about throwing money around. “If all it took was money, a lot of other teams would be better than they are,” he said. “We’re not just offering NIL deals. We’re building relationships, we’re developing kids, and we’re investing in their futures. NIL is a tool, not a foundation.”

Despite his defensiveness, McGuire’s approach has resonated deeply with Texas high school coaches, many of whom were in attendance at the THSCA event. Known for his long history as a high school coach in the Dallas area, McGuire remains one of the most well-connected college coaches in the state. His authenticity and energy have helped him recruit not just players—but buy-in from the Texas high school football community.

“Joey is one of us,” said one prominent high school coach in attendance. “He’s not just coming in and throwing cash at kids—he’s building trust with coaches and families. That’s why what he’s doing at Texas Tech is working.”

Still, detractors argue that Texas Tech’s model may not be sustainable long-term. As NIL collectives continue to evolve and NCAA oversight becomes more stringent, there are concerns about whether donor-driven models like the Matador Club can maintain their current levels of support. Some skeptics believe Tech’s financial push could lead to high expectations and short leashes for coaches and players alike.

McGuire shrugged off those concerns. “We’re here to compete. Period,” he said. “We’re not trying to be safe. We’re trying to win. And if we scare a few people along the way, that’s fine.”

It’s clear that McGuire isn’t just preaching to his locker room—he’s planting a flag. His comments in San Antonio weren’t just reactive; they were part of a broader message: Texas Tech isn’t backing down from its new identity. The program is no longer content to be a middle-of-the-pack Big 12 team, especially as it prepares for a new conference landscape with the departure of Texas and Oklahoma and the arrival of Arizona, Arizona State, Utah, and Colorado.

“We’re not the underdog anymore,” McGuire said. “We’re acting like a major program because we are one. And we’re not going to apologize for that.”

There’s no doubt that Texas Tech’s new strategy has elevated expectations. After back-to-back winning seasons and a bowl victory in McGuire’s first year, the Red Raiders slipped slightly in 2024, but they’ve reloaded with what many believe is their most talented roster in over a decade. The Red Raiders are a popular dark horse pick in the new Big 12, with pundits expecting them to contend for a conference championship if their quarterback situation stabilizes.

Texas Tech’s spending also highlights broader questions about the state of college football: Is NIL an equalizer or just a new way for powerful programs to dominate? McGuire argues that it’s the former—and that programs like Texas Tech using it to close the gap should be celebrated, not shamed.

“If you care about the health of the game, you should be rooting for programs like ours,” McGuire said. “We’re showing that you don’t have to be in Austin or Tuscaloosa to compete. You just have to be smart, aggressive, and unafraid.”

The crowd in San Antonio responded to McGuire’s comments with applause and laughter, especially as he called out what he called “the double standard” of NIL criticism. “When Texas hands a kid a deal, it’s called genius. When we do it, it’s reckless. That’s not just funny—it’s revealing.”

McGuire left the stage with his trademark energy, offering hugs and handshakes to fellow coaches and taking selfies with fans. His message was clear: Texas Tech isn’t changing course. It’s doubling down.

With one of the most energized fan bases in the country, a coach who believes deeply in his mission, and a recruiting operation that’s drawing national attention, the Red Raiders are no longer flying under the radar. They’re punching above their weight—and enjoying every swing.

“We’re not here to blend in,” McGuire said with a grin. “We’re here to stand out—and we’re just getting started.”