Joey McGuire wants Texas Tech to embrace villain narrative in 2026 - AOL.com

The Red Raiders secured their first-ever Big 12 title last fall, marking what many see as the program's best season, yet some national onlookers didn't cheer the success. Billionaire regent Cody Campbell provided a substantial financial boost for the 2025 season, significantly upgrading team resources. This timing, just as Tech found success, created a perception of buying their way to the top.

Tech also drew negative attention this offseason by standing behind quarterback Brendan Sorsby, a move that ruffled feathers nationwide. Sorsby admitted to extensive sports betting, including wagers on his own team during his time at Indiana. Despite an NCAA ruling of permanent ineligibility, Sorsby successfully sued to regain his playing status right here in Lubbock, further fueling outside criticism.

This new villain identity means Lubbock might see more national attention, for better or worse, aimed at Jones AT&T Stadium. The strategy could rally the local fanbase, creating an "us against them" mentality that runs deep from the Depot District to the South Plains Mall. It also might intensify rivalries, making those games even more must-watch events.

It's a bold pivot for a university that has traditionally embraced an underdog status within the Big 12.