Texas Tech is All In for NIL
As college athletics continues to evolve in the NIL era, the message from Texas Tech is getting louder, and more direct. Support from Lubbock-area businesses isn’t just appreciated. It’s needed.
During a recent Wreck ’Em Tour stop, Kirby Hocutt, Director of Athletics at Texas Tech, made a clear appeal to the local business community: step up and get involved in Name, Image and Likeness opportunities for Red Raider athletes for the future of the Red Raiders.
Or else the dream of National Championships will continue falling just short.
Hocutt emphasized that while Texas Tech may not sit in a major metro market, its strength has always been the connection between the university and the Lubbock community. In today’s NIL-driven landscape, that connection can be a competitive advantage. But only if businesses choose to activate it.
That urgency is felt even more at the program level.
For Wes Kittley, Texas Tech Track & Field Head Coach, the issue isn’t theoretical. It’s already impacting results.
“We’re really in a bad spot this year with K-State and all the other schools getting a lot more scholarships.”
Kittley pointed to a challenging reality: compared to other programs in the Big 12, the Red Raiders have fewer scholarship resources to work with. That gap puts added pressure on recruiting and retention.
But NIL opportunities for track offer a path forward.
“I really think that will move our sport to a different level.”
For non-revenue sports like track and field, where scholarships are limited, NIL opportunities can provide critical support while also helping programs compete for top talent. The SEC & Big 10 are already there.
What happens if Texas Tech gets left behind in NIL?
Partnerships with athletes is the solution.
Texas Tech track’s Alyssa Colbert is already dreaming about her dream partnerships. It isn’t just about exposure but about alignment, creativity, and authenticity.
“If you want me to rep you while I’m running, I’d be happy to do it.”
Colbert’s pitch reflects a new generation of college athletes who understand branding, storytelling, and the value they bring beyond competition.
NIL isn’t just changing how athletes get paid but how they will connect with fans, brands, and their communities.
For Texas Tech, the formula is simple:
Community support + athlete opportunity = competitive success.
Watch the full video below to hear directly from Hocutt, Kittley, and Colbert.