Big-spending Texas Tech 'will double down' after CFP loss to Oregon

Story by

Story by
Big-spending Texas Tech 'will double down' after CFP loss to Oregon

Matt Hayes, USA TODAY · USA TODAY Sports

Thu, Jan 1, 2026 ·

6 min read

About Our Ads

MIAMI GARDENS, FL – The obvious takeaway from this snapshot in time, this clear distinction between what is and what you want it to be, is how much money are the billionaire boosters at Texas Tech willing to spend?

How much more money will it cost to take a magical season for the ages, and push through the stratosphere of competing with the Big Ten and SEC ?

Because that's how far away the highest-paid roster in college football looked from competing with the elite of the sport in Thursday's humbling 23-0 loss to Oregon in the College Football Playoff Orange Bowl quarterfinal.

Reached shortly after the loss, Texas Tech booster Cody Campbell , the financial architect of this made-for-championships roster, told USA TODAY Sports of the 2026 season, "We will double down."

And there's your cold, hard truth of an answer. This thing is just beginning at Texas Tech .

The scary thing for Campbell and his billionaire partners from Double Eagle Capital, who fund the Texas Tech NIL Matador Club and spent $25 million on this year's roster to get the Red Raiders up to speed with the big boys of college football: Oregon isn't exactly the top of the food chain.

Then again, the Ducks didn't need to be. They simply had to hang around and let the Texas Tech offense implode to move onto next week's CFP Peach Bowl semifinal .

"It's no fun being in that locker room," said Texas Tech coach Joey McGuire, the former legendary Texas high school coach who deftly pieced together this team of West Texas lifers and one-year transfer portal mercenaries. "When you do something that's never been done, the standard is set. That's when you come back and build something really special."

'This is our moment.' Miami makes CFP title case after Cotton Bowl upset of Ohio State

What's next for Michigan football ? 'Nobody knows who's going to be here'

The 2.0 buildout for 2026 will begin and end on offense, the unit that sputtered often during the season with an injured quarterback and a shaky offensive line ― but was saved week after week by one of the nation's best defenses. Those flaws were exposed over and over by Oregon, which kept getting gifts from the Texas Tech offense and eventually converted them into points.

Texas Tech had six turnovers: two interceptions (one in the end zone), two fumbles and two turnovers on downs. The Red Raiders also missed a field goal, lined up offsides on a punt that gave Oregon a first down to extend a drive, and wobbled through six three-and-outs on offense.

The team that won each of its 12 games by at least 22 points, had season lows in total yards (215), rushing yards (78) and explosion plays. Quarterback Behren Morton barely completed 50% of his passes, and the offense was shutout for the first time since 2021.

The Texas Tech pass game averaged a measly 4.3 yards per attempt ― or half of what it averaged during a rare season that included the most wins in school history (12) and the first Big 12 championship in school history.

But while Oregon smoked victory cigars in the Hard Rock Stadium locker room and watched the Rose Bowl to see who was next, Morton could barely compose himself in the postgame aftermath. A Lubbock native who battled injuries over his entire career at Texas Tech, he ran off the field with his chin tight to his chest while green and gold confetti fell.

This isn't how it was supposed to end. It's more than just a Big Ten or SEC patch on your jersey, it's the fight in the West Texas dog.

It's about reeling in the Big Ten and SEC, and showing ― on the big stage for all to see ― what this unique experiment had become in such a short time.

"I love this university," Morton said, pausing to collect himself. "I've been a Red Raider since I was a little kid. It has been so much fun to put Texas Tech on the map."

Now here's the difficult part: defining that map.

1 /30

Best of bowl season: Mascots, trophies, celebrations, Gatorade baths

Defensive back Tony-Louis Nkuba #21 of the Arizona State Sun Devils celebrates by jumping into an inflatable bowl of Kellogg's Frosted Flakes after intercepting a pass against the Duke Blue Devils during the first half of the Tony The Tiger Sun Bowl game at Sun Bowl Stadium on December 31, 2025 in El Paso, Texas

(Sam Wasson, Getty Images)

Tony the Tiger stands on the field after the coin toss before a football game between Duke and Arizona State in the Tony the Tiger Sun Bowl at Sun Bowl Stadium in El Paso, Texas, on Wednesday, Dec. 31, 2025.
(Gaby Velasquez/ El Paso Times)

Georgia Tech Yellow Jackets quarterback Haynes King (10) greats the Pop-Tarts mascots before the Pop-Tarts Bowl against the BYU Cougars at Camping World Stadium.
(Nathan Ray Seebeck-Imagn Images)

Pop-Tarts mascots celebrate with BYU Cougars after beating Georgia Tech Yellow Jackets in the Pop-Tarts Bowl at Camping World Stadium.
(Nathan Ray Seebeck, Nathan Ray Seebeck-Imagn Images)

The Cheez-It Citrus Bowl mascots perform on the field before a game between the Michigan Wolverines and Texas Longhorns at Camping World Stadium.
(Matt Pendleton-Imagn Images)

Louisville Cardinals players celebrate after defeating the Toledo Rockets in the Boca Raton Bowl at Flagler CU Stadium.
(Jeff Romance, Jeff Romance-Imagn Images)

Washington Huskies head coach Jedd Fisch holds the LA Bowl championship belt presented by Rob Gronkowski after defeating the Boise State Broncos at SoFi Stadium.
(Jayne Kamin-Oncea, Jayne Kamin-Oncea-Imagn Images)

Musical artist/rapper Snoop Dogg holds the championship trophy after the Fresno State Bulldogs defeated the Miami (OH) RedHawks 18-3 to win the 2025 Snoop Dogg Arizona Bowl at Casino Del Sol Stadium on December 27, 2025 in Tucson, Arizona.
(Chris Coduto, Getty Images)

Actor Keegan-Michael Key receives the game coin prior to the 2025 Bush's Boca Raton Bowl of Beans game between the Louisville Cardinals and the Toledo Rockets at Flagler Credit Union Stadium on December 23, 2025 in Boca Raton, Florida.
(Leonardo Fernandez, Getty Images)

Comedians Theo Von, left, and Nate Bargatze watch from the sidelines during the first half of the ReliaQuest Bowl between Iowa Hawkeyes and Vanderbilt Commodores at Raymond James Stadium on December 31, 2025 in Tampa, Florida.
(Mike Carlson, Getty Images)

Head coach Jeff Traylor of the UTSA Roadrunners is doused with water by Jamel Hardy #13 during the fourth quarter against the FIU Panthers in the 2025 SERVPRO First Responder Bowl at Gerald J. Ford Stadium on December 26, 2025 in Dallas, Texas.
(Sam Hodde, Getty Images)

Army Black Knights head coach Jeff Monken gets splashed with Powerade after Army beat UConn 41-16 in the Wasabi Fenway Bowl at Fenway Park.
(Danny Wild, Danny Wild-Imagn Images)

Interim head coach Drew Svoboda of the North Texas Mean Green is doused after his team defeated the San Diego State Aztecs 49-47 in the Isleta New Mexico Bowl at University Stadium on December 27, 2025 in Albuquerque, New Mexico.
(Sam Wasson, Getty Images)

Northwestern Wildcats players dump Gatorade on head coach David Braun of the Northwestern Wildcats after defeating the Central Michigan Chippewas in the 2025 GameAbove Sports Bowl at Ford Field on December 26, 2025 in Detroit, Michigan.
(Getty Images)

Head coach John Hauser of the Ohio Bobcats is doused with water after winning the game against the UNLV Rebels at the Scooter's Coffee Frisco Bowl at Ford Center on December 23, 2025 in Frisco, Texas.
(Tim Heitman, Getty Images)

Virginia Cavaliers head coach Tony Elliott is doused with Gatorade after winning the TaxSlayer Gator Bowl at EverBank Stadium Saturday December 27, 2025 in Jacksonville, Fla. Virginia defeated Missouri 13-7.
(Doug Engle/Florida Times-Union)

Fresno State Bulldogs head coach Matt Entz is doused with gatorade after defeating the Miami (OH) RedHawks during the Snoop Dogg Arizona Bowl at Casino Del Sol Stadium.
(Mark J. Rebilas-Imagn Images)

Head coach Clay Helton of the Georgia Southern Eagles receives a Powerade dunk after winning the JLab Birmingham Bowl by beating the Appalachian State Mountaineers 29-10 at Protective Stadium on December 29, 2025 in Birmingham, Alabama.
(Jason Clark, Getty Images)

Interim Head Coach Terry M. Smith of the Penn State Nittany Lions lifts the championship trophy following the game against the Clemson Tigers during the 2025 Bad Boy Mowers Pinstripe Bowl at Yankee Stadium on December 27, 2025 in New York City.
(Evan Bernstein, Getty Images)

BYU Cougars quarterback Bear Bachmeier (47) and head coach Kalani Sitake are presented a large pop-tart to eat after they beat the against the Georgia Tech Yellow Jackets at Camping World Stadium.
(Kim Klement Neitzel-Imagn Images)

Ken Seals #9 of the TCU Horned Frogs celebrates with teammates after defeating the USC Trojans in the game at the Alamodome on December 30, 2025 in San Antonio, Texas.
(Kenneth Richmond, Getty Images)

Head coach Willie Fritz of the Houston Cougars celebrates with the Texas Bowl Trophy after defeating the Louisiana State Tigers during the Kinder's Texas Bowl at NRG Stadium on December 27, 2025 in Houston, Texas.
(Tim Warner, Getty Images)

Conner Weigman #1 of the Houston Cougars is named Texas Bowl MVP during the Kinder's Texas Bowl against the Louisiana State Tigers at NRG Stadium on December 27, 2025 in Houston, Texas.
(Tim Warner, Getty Images)

Maverick McIvor #7 of the Western Kentucky Hilltoppers reacts as he recieves the MVP trophy after his team defeated the Southern Mississippi Golden Eagles to win the R+L Carriers New Orleans Bowl at Caesars Superdome on December 23, 2025 in New Orleans, Louisiana.
(Sean Gardner, Getty Images)

Old Dominion Monarchs hoist the Cure Bowl trophy after beating the South Florida Bulls at Camping World Stadium.
(Nathan Ray Seebeck-Imagn Images)

Jacksonville State Gamecocks running back Khristian Lando (22) hoists the trophy as Troy Trojans take on Jacksonville State Gamecocks during the IS4S Salute to Veterans Bowl at Cramton Bowl in Montgomery, Ala. on Wednesday, Dec. 17, 2025. Jacksonville State Gamecocks defeated Troy Trojans 17-13.
(Jake Crandall/ Advertiser)

Interim head coach Drew Svoboda of the North Texas Mean Green raises the championship trophy after his team defeated the San Diego State Aztecs 49-47 in the Isleta New Mexico Bowl at University Stadium on December 27, 2025 in Albuquerque, New Mexico.
(Sam Wasson, Getty Images)

Micah Alejado #12 of the Hawai'i Rainbow Warriors holds up the Hawai'i Bowl Championship trophy after winning the Sheraton Hawai'i Bowl over the California Golden Bears at the Clarence T.C. Ching Athletics Complex on December 24, 2025 in Honolulu, Hawai'i.
(Darryl Oumi, Getty Images)

NC State Wolfpack head coach Dave Doeren receives the trophy after beating Memphis Tigers in the Gasparilla Bowl at Raymond James Stadium.
(Nathan Ray Seebeck-Imagn Images)

The transfer portal opens Friday, and the quick fix rush is on all over the college football landscape. The Red Raiders need a quarterback ( Cincinnati 's Brendan Sorsby is a top target), and the offensive line must get bigger and stronger and push around elite teams.

Championship life extends outside the Big 12, and Texas Tech's ability to stretch its legs and find its stride depends on the financial investment from The Matador Club and McGuire's continued ability to assimilate one-year guns for hire and what he's organically building.

Texas Tech has the nation's No. 18 recruiting class, according to the 247Sports composite rankings, a group that includes six blue-chip signees (two five-star, four four-star) ― four of which are among the top 120 players in the nation.

Not surprisingly, two of those four are offensive linemen, including Felix Ojo, the No.1 offensive tackle in high school football who signed with Texas Tech over Ohio State and Texas. That's what real financial investment can do.

That's how Double Eagle's cash and McGuire and his staff's development moved Texas Tech from a middling Big 12 team, to a team that now sees itself mirroring Oregon.

A year ago, Oregon ― like Texas Tech, the benefactor of cash commitments from a billionaire booster (see: Nike's Phil Knight) ― took an unbeaten season into the CFP and were blown out by eventual national champion Ohio State in the quarterfinals.

"I know how they feel right now," Oregon coach Dan Lanning said. "It's no fun."

But Oregon responded with four critical additions on offense from the portal (three offensive linemen), and four on defense. Guess who won the line of scrimmage Thursday afternoon?

All it needed this time around was a little motivation, and Oregon got it when James Madison scored 34 points on the Ducks in the first round of the CFP. That meant Oregon had given up 75 points in two career CFP games under Lanning and his defense-first mentality.

It's not hard to see where this was headed.

Oregon was better on the line of scrimmage, and was faster and more athletic. It made Texas Tech's run-first offense one-dimensional and inadequate at just about everything.

Were it not for a 50-yard run off a broken tackle by Texas Tech's J'Koby Williams, the Red Raiders would've had 28 rushing yards on 29 carries.

"When you get embarrassed like we did defensively, there's only one response," Oregon linebacker Bryce Boettcher said.

How fitting. How Texas Tech responds to this embarrassment — by throwing more money at the problem — will go a long way in determining if the Red Raiders are built to last.

Or just a bad investment away from a poor rate of return.

Matt Hayes is the senior national college football writer for USA TODAY Sports Network. Follow him on X at @MattHayesCFB .

This article originally appeared on USA TODAY: Texas Tech 'will double down' on spending to keep Red Raiders contending

Mobilize your Website

View Site in Mobile | Classic

Share by: