Texas Tech announces unified NIL and revenue sharing plan for student athletes

Texas Tech University is poised to enter a transformative chapter in its athletics history, unveiling a sweeping plan that consolidates its donor support systems and formally prepares for the coming changes in NCAA regulations regarding student-athlete compensation.

Beginning this July, Texas Tech Athletics will bring The Matador Club — the university’s official NIL collective for the past three years — under the umbrella of the Red Raider Club. This integration is designed to streamline donor support and reflect the university's broader investment in student-athletes as the landscape of intercollegiate athletics rapidly evolves.

"This is more than a name change," said Director of Athletics Kirby Hocutt. "It’s a signal that Texas Tech is not just adapting — we’re leading. This new structure equips us to remain competitive, support our student-athletes holistically, and build championship-caliber programs."

A Unified Vision for the Future

The merger comes in anticipation of the recently finalized NCAA House settlement, which allows schools to share up to $20.5 million of their athletic revenue directly with student-athletes beginning in the 2025–26 academic year. To meet this new financial obligation, the Red Raider Club will be tasked with generating $14 million annually — a major expansion of its traditional fundraising role.

The remaining balance will be covered through university contributions and existing athletics-generated revenue streams.

Inheriting The Matador Club simplifies the giving process for donors, offering a single, centralized platform for annual or monthly contributions. Current Matador Club donors will experience no service disruption and can continue their support uninterrupted.

Andrea Tirey, Senior Associate Athletics Director, emphasized the strategic benefits of the move: "By bringing the Matador Club under our umbrella, we’re offering one destination for fans and donors to make a direct impact — whether that’s recruiting, retention, or student-athlete wellness."

Laying the Infrastructure for a New Era

In preparation for the July 1 implementation of the House settlement, Texas Tech has also rolled out several new initiatives to ensure compliance and maximize effectiveness.

Revenue Share Administration Unit: A new division within Internal Affairs and Compliance will manage university NIL agreements, enforce the annual revenue-sharing cap, and oversee third-party NIL reporting. The unit will be led by Justin Opperman, a long-serving athletics compliance officer and attorney.

Partnership with AthletiQ Media: The university has extended its partnership with AthletiQ Media, a subsidiary of Lubbock-based firm Primitive. Known for helping launch and manage The Matador Club, AthletiQ will now assist in strategic storytelling, digital campaigns, and tiered donor engagement to fuel the new revenue-sharing model.

Red Raider NIL Exchange: Texas Tech’s custom NIL marketplace, created in partnership with Teamworks and INFLCR, is already active. It connects registered businesses and alumni with student-athletes, facilitating direct NIL deals while ensuring full NCAA compliance through automated reporting.

Financial Literacy Expansion: To support student-athletes navigating new income opportunities, Texas Tech will enhance financial education through the J.T. and Margaret Talkington Department for Student-Athlete Development. Programming will include basic financial training and advanced strategies tailored to high-earning athletes.

A Call to Action for the Red Raider Community

Hocutt stressed that the success of this new model depends on widespread community involvement. “This is a team effort,” he said. “Our donors, our alumni, our fans — they’re the difference-makers. Every contribution, large or small, is an investment in our future, our competitiveness, and in the lives of our student-athletes.”

Texas Tech has already seen strong momentum across several of its athletic programs, and leaders hope this realignment will accelerate those gains, helping the university remain not just competitive but dominant in the national landscape.

"This is a pivotal moment in college sports," said Tirey. "We’re embracing it with clarity, purpose and unity. Texas Tech will lead the way."

What’s Next?

More details, including new fundraising initiatives and donor engagement opportunities, will be shared by the Red Raider Club throughout the summer. Supporters are encouraged to stay connected and informed as the university rolls out the full scope of its ambitious vision.