Updated Saturday, September 5, 2026. Figures are reported estimates; Texas Tech does not publish its payroll. Refreshes after each portal window.
Texas Tech became the face of aggressive NIL spending in 2025 and is still the Big 12’s biggest spender in 2026, with a football roster reported at $36.3 million, ninth nationally, and a basketball program that has two players in the top 25 of the On3 NIL 100. No other Big 12 school is in the top 15 for football roster cost.
| Player | Sport / Pos | On3 valuation | Notes |
|---|---|---|---|
| JT Toppin | Basketball, PF | $4M | 21st in all college sports |
| Cruz Davis | Basketball, G | $3M | |
| Howard Sampson | Football, OT | $2M | |
| A.J. Holmes | Football, DL | $1.5M |
On3 NIL 100 as of September 4, 2026, deal based model.
How Texas Tech Spends
Tech’s football money is spread across the lines rather than stacked on a quarterback: its two NIL 100 football players are an offensive tackle and a defensive lineman, which is where the program has put its money. In basketball, Toppin’s $4 million makes him one of the 15 highest paid players in the sport, and Davis adds a second seven figure guard. The football roster, at $36.3 million, is the only Big 12 entry in the national top 15.
The Bottom Line
Texas Tech spends like a Big Ten or SEC school in a Big 12 market, with a reported $36.3 million football roster and a top 25 basketball payroll built around JT Toppin. National context is on most expensive rosters, highest NIL valuations in football and highest NIL valuations in basketball.