Joey McGuire on NIL at Texas Tech: “We’re Going to Do Exactly What We Say We’re Going to Do”

In an era of college football where Name, Image, and Likeness (NIL) deals are shaping the recruiting landscape, Texas Tech head coach Joey McGuire has made one thing abundantly clear—his program is built on honesty, integrity, and delivering on promises.

With reports of NIL issues and broken promises surfacing at various programs across the country, McGuire confidently reassured Texas Tech players, recruits, and fans that there are no such problems in Lubbock.

“We’re going to do exactly what we say we’re going to do.”

That statement isn’t just talk—it’s a reflection of Texas Tech’s straightforward and honest approach to NIL. While some schools struggle to navigate the chaos of the NIL era, the Red Raiders seem to be thriving under McGuire’s leadership.

But what does this statement really mean? And how is Texas Tech managing NIL better than some of its competitors? Let’s break it all down.

Texas Tech’s NIL Strategy: A Transparent Approach

Unlike some programs that overpromise and underdeliver, McGuire and Texas Tech have prioritized honesty and reliability when it comes to NIL.

Instead of making vague, exaggerated promises to recruits about potential NIL earnings, Texas Tech operates with clear, structured deals that are actually deliverable. That means:

• No misleading players about how much money they’ll make.
• No last-minute changes to agreements after recruits have committed.
• No false guarantees that players will earn a certain amount without proof to back it up.

McGuire’s philosophy is simple: If Texas Tech says something, they mean it.

This level of transparency is crucial because NIL has created a recruiting battlefield where some schools are making empty promises to lure players, only for those players to later realize they’ve been misled.

By contrast, Texas Tech’s consistent follow-through on NIL commitments has helped them build trust with both current players and recruits.

NIL Problems Around College Football: Why Texas Tech Stands Out

The landscape of NIL has been chaotic, with reports of players across the country being:

• Promised large NIL deals that never materialized
• Given misleading information about their earning potential
• Recruited with NIL offers that turned out to be non-binding verbal agreements

Some of the biggest NIL-related scandals include players entering the transfer portal because:

• They were told they’d make millions, but the money never came.
• Schools backed out of deals once players were signed.
• Boosters and collectives failed to deliver on their initial offers.

Texas Tech has avoided this drama by ensuring that every NIL opportunity presented to recruits and players is legitimate. The Red Raiders are doing NIL the right way, and McGuire isn’t shy about saying so.

“We’re not going to lie to kids just to get them to sign here. We’re going to be upfront, and we’re going to deliver.”

This is a refreshing approach in a college football world where deception in NIL recruiting has become all too common.

Texas Tech’s NIL Success: Why Players Trust McGuire

Players want to play for coaches and programs they trust. And right now, Texas Tech is earning that trust in a major way.

Some key reasons why McGuire’s approach is working:

1. NIL Deals That Actually Pay Players

Instead of making outrageous promises, Texas Tech ensures that NIL deals:
✅ Are legally binding
✅ Come from reputable businesses and collectives
✅ Are paid on time, with clear terms

This level of organization prevents players from feeling cheated or misled.

2. A Culture of Accountability

McGuire isn’t just talking about integrity—he’s backing it up. He has made it clear that:

• Texas Tech won’t use NIL to trick recruits.
• Every deal presented will be honored.
• Players won’t be left in the dark about their NIL earnings.

This approach has helped Texas Tech build a reputation for honesty, something that stands out in today’s uncertain NIL landscape.

3. Strong NIL Collective Support

Texas Tech’s Matador Club—the collective that organizes NIL deals for Red Raider athletes—has been one of the best-run collectives in the country. Unlike some collectives that overpromise and underdeliver, the Matador Club:

• Has structured deals that guarantee payments.
• Works directly with businesses to ensure contracts are honored.
• Creates opportunities for players without empty promises.

This is a game-changer because it provides players with financial stability, something not every school can promise.

The Future of NIL at Texas Tech: McGuire’s Vision

McGuire’s comments suggest that Texas Tech is ahead of the curve when it comes to NIL management. But what does the future hold?

Here’s what we can expect from the Red Raiders moving forward:

✅ Continued focus on transparency – Players will always know exactly what they’re getting.
✅ Even stronger NIL opportunities – As Texas Tech’s brand grows, so will the size and value of NIL deals.
✅ No NIL-driven roster issues – Because McGuire doesn’t make false promises, there’s less risk of players transferring over broken NIL deals.

This stability is huge for Texas Tech’s long-term success. While other programs struggle to adapt to NIL, the Red Raiders are thriving by simply doing things the right way.

Final Thoughts: Why Joey McGuire’s Approach Is a Blueprint for Success

McGuire’s bold statement about NIL—that Texas Tech will always do what they say—shouldn’t just be taken as a random quote. It’s a blueprint for how NIL should be handled at every program.

In a world where players are constantly being misled by false NIL promises, Texas Tech is building something different: a program built on honesty, stability, and trust.

And that’s why McGuire’s message resonates so strongly.

“We’re going to do exactly what we say we’re going to do.”

In today’s chaotic NIL era, those words matter more than ever—and Texas Tech is proving that keeping your word is the key to building a program the right way.