Texas Tech announced Friday it has sold naming rights to Jones Stadium to Galaxy, an artificial intelligence company, ending 74 years under a donor name. The venue will become Galaxy Stadium under terms the university declined to disclose. Jones Stadium, originally named for Clifford B. and Audrey Jones in 1951, seats 60,454 and hosted six home games this past season with average announced attendance of 58,112.
The deal follows AT&T's previous naming arrangement at the same facility, which ran until 2023 and reportedly paid Texas Tech approximately $5 million annually over a 10-year term. Galaxy's financial commitment was not released, but athletic department officials confirmed the contract includes multi-year renewal options and integration of Galaxy's AI platforms into stadium operations, including ticketing, fan engagement tools, and recruiting analytics. The company, headquartered in Austin, builds enterprise AI infrastructure for sports organizations and has previously partnered with individual teams on data products but never held facility naming rights.
The move aligns Texas Tech with the broader Big 12 trend toward corporate naming assets. Kansas recently sold naming rights to its basketball arena to T-Mobile, while Oklahoma State, TCU, and Baylor all hold active corporate stadium naming agreements. Conference peers have collectively generated an estimated $180 million in naming rights revenue over the past five years, according to public filings reviewed by multiple outlets. Texas Tech's decision reflects pressure to close a revenue gap with SEC and Big Ten programs, where naming rights deals routinely exceed $7 million annually. The Red Raiders reported $103.4 million in total athletic revenue for fiscal 2024, ranking them ninth in the Big 12.
Galaxy's entry into college sports naming rights signals AI sector appetite for live event exposure as the category matures beyond enterprise software sales. The company raised a $120 million Series C round in October 2024 led by Andreessen Horowitz and counts among its clients two unnamed NFL franchises and one NBA team. Naming a college football stadium positions Galaxy alongside crypto platforms and betting operators in using live sports to establish consumer brand recognition, though AI companies have historically favored B2B channels. Texas Tech's deal likely includes performance bonuses tied to postseason appearances, a structure common in recent Power Four naming agreements, though the university confirmed only that "success-based incentives" exist.
Watch for Texas Tech to announce facility upgrades funded by the Galaxy partnership, likely targeting videoboard replacement and premium seating expansion, both identified as priorities in the athletic department's 2023 master plan. The university is expected to begin stadium signage installation in May ahead of the 2025 season opener against Abilene Christian on August 30. Galaxy's CEO is scheduled to attend spring practice in April, and recruiting analysts note the company's AI tools will be marketed to high school prospects during official visits.
The Jones family, whose name will be removed from the stadium after more than seven decades, has not commented publicly. Their original gift, valued at $100,000 in 1951, would be worth approximately $1.2 million today, a fraction of what corporate naming partners now pay annually for similar visibility.
The takeaway
Texas Tech monetizes its football stadium naming rights with an undisclosed AI company deal, joining Big 12 peers in corporate rebrand wave.
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