Texas Tech has never been a college football power.
The Red Raiders won their first Big 12 title in program history this past fall in what was, by practically all metrics, the best season in program history. Still, it hasn't been the most heartwarming rags-to-riches story for some college football fans.
TTU received a major influx of cash ahead of the 2025 season, largely thanks to billionaire megabooster and chairman of the university's board of regents, Cody Campbell.
The program also generated some negative headlines this offseason for its support of quarterback Brendan Sorsby, who admitted to prolific sports betting — including bets on his own team during his time at Indiana. Sorsby was ruled permanently ineligible by the NCAA but successfully
sued to regain his eligibility in Lubbock County court.
Amid pressure, notably from other Big 12 schools and state attorneys general outside of Texas, Sorsby ultimately withdrew from Texas Tech. Despite that, the villain narrative may already be cemented.
Coach Joey McGuire is fine with that. According to On3's Brett McMurphy, he told his team in a meeting that they should embrace the villain moniker.
"We’re the most hated team in college football. And I absolutely love it," McGuire said, per McMurphy (subscription required).
NEW: Texas Tech's Joey McGuire tells @Brett_McMurphy the Red Raiders are embracing the villain role🔥
— On3 (@On3) August 10, 2026
"We’re the most hated team in college football. And I absolutely love it," McGuire told his team in a meeting.
Story: https://t.co/rEGx9JN5pJ pic.twitter.com/q7m39MOMNo
Texas Tech won a program record 12 games in 2025, reaching the College Football Playoff for the first time. The Red Raiders earned a first-round bye but lost 23-0 in their CFP opener against Oregon.
Even without Sorsby, Texas Tech returns Will Hammond, who has starting experience. It remains the preseason favorite to win the Big 12, and a CFP return could certainly be the cards — even if many outside the fanbase don't want to say it.
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This article originally appeared on College Sports Wire: Joey McGuire wants Texas Tech to embrace villain narrative in 2026
