Joey McGuire enters his fifth season leading the Texas Tech Red Raiders with a combative mindset. The program is coming off a 12-2 record and a Big 12 title but faces scrutiny nationwide.
Opposing fan bases dislike their roster building methods.
McGuire leans into this negative perception. The head coach views the animosity as a competitive advantage. The Red Raiders are preparing for another debated season this fall.
McGuire embraces villain status for Texas Tech
The Red Raiders won the conference championship over BYU last season. They reached the College Football Playoff quarterfinals before losing to Oregon in the Orange Bowl.
McGuire holds a 35-18 record in Lubbock.
Critics point to the Brendan Sorsby controversy and massive NIL spending as reasons for their disdain. McGuire addressed this dynamic with his roster during a team meeting before the season.
“We’re the most hated team in college football. And I absolutely love it,” McGuire told his players via Brett McMurphy.
The statement reinforces his commitment to an aggressive program identity. McGuire wants his roster to play with an edge every Saturday this year. The players responded positively to the message.
This villain persona differs from traditional program building. McGuire embraces the negative attention instead of deflecting it. The Red Raiders use external criticism to fuel their team culture.
The strategy worked during their championship run last season.
Hammond takes over quarterback duties
Texas Tech must replace starting quarterback Behren Morton this season. Will Hammond steps into the leading role after serving as the primary backup.
Hammond completed passes for 680 yards and seven touchdowns last year. He threw only three interceptions during his limited action.
The Red Raiders need steady play from the position. Hammond understands the offensive scheme following his year of preparation.
Texas Tech opens their 2026 campaign against Abilene Christian on September 5. The game kicks off at 7 p.m. ET on FS1.
McGuire built a formidable and controversial roster in Lubbock. His willingness to accept the villain role sets a unique tone for the program. The Red Raiders must validate their status with another strong campaign.
The upcoming season will test whether this aggressive approach can sustain long-term success in conference play.
