Texas Tech University Athletics
Texas Tech Athletics announces new corporate partnerships unit
November 21, 2025 | General
Texas Tech Athletics Partners LLC, the groundbreaking new business unit with Learfield, will drive revenue, enhance fan engagement and grow NIL opportunities for Texas Tech student-athletes
LUBBOCK, Texas – Texas Tech Athletics and longtime partner Learfield announced Friday a groundbreaking new approach that will reshape and enhance its relationships with corporate partners for the next decade. This new plan will significantly increase the revenue Texas Tech earns annually through corporate sponsorships, while also further investing in outside NIL opportunities for Red Raider student-athletes.
As part of the extension, Texas Tech will create a new departmental unit focused on its business partner relationships in Texas Tech Athletics Partners LLC, which will embed business development and Learfield Impact NIL services and staff directly into the athletics department. The seamless integration of resources will boost sponsorship revenue and expand NIL opportunities for student-athletes at a crucial moment in college athletics.
Texas Tech Athletics Partners LLC will unlock additional sponsorship and revenue opportunities moving forward, specifically in the areas of premium spaces for athletic facilities and through on-field logos, uniform patches and stadium naming rights. A new elite partnership tier, the Double T Circle, will also debut, featuring two inaugural premier partners, adidas and Coca-Cola. The Double T Circle will offer premium sponsorship opportunities as well as exclusive access with Director of Athletics Kirby Hocutt and Red Raider coaches.
"Texas Tech is the new face of college athletics, and this innovative extension secures our position as a national leader for years to come," Hocutt said. "Learfield's investment in Texas Tech Athletics and its foresight to see where this athletics program is heading fully recognizes our potential to lead in this new era of intercollegiate athletics. This partnership is only going to expand moving forward, providing significant benefits for our corporate partners, fans and most importantly, our student-athletes."
Learfield will invest in Texas Tech Athletics to create additional sponsorship inventory opportunities through upgrades in video displays, ribbon boards and creative content. The strategic investment will allow Texas Tech to construct additional office and creative content space in the coming year on the third floor of the Ed Whitacre Center for Athletics Administration in order to move the Texas Tech Athletics Partners team from its current off-campus location to enhance synergies and engagement with all its partners.
"After partnering for nearly two decades and navigating significant changes in the world of college athletics, Kirby and his team were clear about the future direction for Texas Tech to drive revenue growth," said EVP of Learfield Sports Properties Andrew Wheeler. "Our alignment and clear strategy perfectly complement their aggressive plans. It's a bright future for Texas Tech Athletics, and Learfield is thrilled to continue delivering our suite of industry-leading resources to power the new era of college athletics."
Texas Tech has established itself among the nation's most dynamic brands and a leader in NIL, delivering successful campaigns with major partners through Learfield Impact. The extended partnership deepens collaboration across Texas Tech's NIL, communications, creative and Learfield Studios teams to grow brand partnerships and continue producing award-winning content like the Emmy-winning series, The Brand.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
About Texas Tech Athletics
The Texas Tech athletics department boasts 17 intercollegiate programs as part of the Big 12 Conference. Located in Lubbock, Texas, with an enrollment of more than 40,000 students, Texas Tech is considered one of the nation's premier athletics programs with a rabid fan base to match. Texas Tech ranks among the all-time leaders in college football history with 42 all-time bowl appearances and has made four recent trips to the Men's College World Series, was the NCAA Men's Basketball National Runner-Up in 2019, the NCAA Softball National Runner-Up in 2025 and has national championships in both women's basketball and men's track and field. Notable alumni include three-time Super Bowl MVP Patrick Mahomes II as well as Olympic gold medalist Sherryl Swoopes, Pro Football Hall of Fame inductee Zach Thomas, World Series Champion infielder Josh Jung (Texas Rangers) and current PGA Tour standout Ludvig Åberg. For more information, please visit TexasTech.com or follow via Facebook, X, Instagram or YouTube.
