Times Are Changing

A New Era for Texas Tech Athletics

College Athletics Have Entered a New Era

College athletics is undergoing the most significant transformation in its history. The days of amateur sports as we once knew them are long gone. Today’s college landscape is evolving into a hyper-competitive business, where exposure, revenue, and performance determine a university’s place in the national conversation. The schools that fail to adapt risk being left behind.

Texas Tech is embracing this new era with a clear vision: to compete at the highest level, to elevate our brand, and to ensure our place among college athletics’ elite.

Realignment Looms – We Must Be Ready

The future of college conferences is uncertain, but one thing is clear—another wave of realignment is on the horizon. Super conferences may soon become a reality, and Texas Tech must position itself as an indispensable member of the next era of college athletics.

Conference realignment is about more than just geography—it’s about athletic success, TV ratings, and national exposure. Schools that consistently perform well in football and men’s basketball will have a seat at the table when the next shakeup happens. If Texas Tech wants to ensure a spot in a premier conference, winning is the only option.

Enrollment is Down Nationally—Athletics Can Help

Across the country, college enrollment is declining. More high school graduates are opting for trade schools or skipping higher education altogether. While Texas Tech has grown steadily over the past two decades, recent years have seen enrollment level out.

Meanwhile, schools with strong athletic programs continue to see enrollment spikes—a phenomenon known as The Flutie Effect. Consider these examples:

Alabama: Since hiring Nick Saban and winning multiple national championships, enrollment has surged 77% since 2005.
LSU: Following their 2019 national championship, the university saw an 18% increase in enrollment.
Texas A&M: Since joining the SEC, enrollment has increased by 46%, gaining national exposure in the process.

Texas Tech must continue investing in athletics to expand our national profile, attract more students, and elevate our university’s brand.

Revenue Sharing & The New Financial Landscape

Big changes are coming to college sports—athletes will soon be directly compensated by the universities they attend. Schools must find ways to generate the necessary funds to remain competitive, and larger conferences are already taking home a disproportionate share of TV revenue.

To stay ahead, Texas Tech must embrace the changing landscape and find new ways to fund our athletics programs, retain top talent, and compete with the best in the nation.

The Wild West: Texas Tech is Winning

Right now, the college athletics landscape is unpredictable and rapidly evolving. Schools that move quickly and decisively have a major advantage, and Texas Tech has taken full advantage of this unique moment in time.

Elite Eight Appearance in Men’s Basketball
Women's College World Series appearance in Softball
Big 12 Championship sweeps in Men's & Women's Track & Field
No. 1 Football Transfer Class in the Country
Four consecutive Bowl Game Appearances

Thanks to the Matador Club and our strategic approach to NIL and recruiting, Texas Tech has built some of the strongest rosters in the country. But we must keep pushing forward.

The Landscape is Evolving Faster Than Ever – Texas Tech is Ready

This is a new era of college athletics, and Texas Tech is prepared to fight for our name, our traditions, and our history.

We have a plan. A plan to compete. A plan to win. A plan to secure our future. But success requires the support of every Red Raider.

We need you to stand with us. Join us as we navigate this new frontier and position Texas Tech for success in the future of college athletics. Now is our time.

The Future is in Our Hands

College athletics has constantly evolved, reshaped by new rules, new challenges, and new opportunities. The days of traditional amateurism are gone, and while some may push back against NIL and revenue sharing, the reality is clear: adapt or get left behind.

But here’s the truth—our commitment isn’t to the landscape, it’s to the Red Raiders who wear the Double T. The same Red Raiders we cheered for in 1970. The same Red Raiders we rallied behind in 2019 during our national championship run. The game has evolved, but our passion, our pride, and our purpose remain the same. This is our moment to secure Texas Tech’s place among the elite, to stand together as one, and to ensure that generations to come have a program they can believe in. The fight is here. The time is now. Will you rise with us?

CONTACT

P.O. Box 87
Lubbock, TX 79408

info@matadorclub.org

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West Texas Matador Club, Inc., is a Texas nonprofit corporation doing business as The Matador Club. It is recognized by the Internal Revenue Service as an organization exempt from federal income tax under Section 501(c)3 of the Internal Revenue Code of 1986, as amended.