Texas Tech announced a multi-year naming rights agreement with Galaxy, a financial services company, for its football stadium in Lubbock. The deal replaces the previous Jones AT&T Stadium branding that had been in place since 2000. Financial terms were not disclosed.
The agreement arrives as Texas Tech enters its second season in a reconfigured Big 12 following the departures of Texas and Oklahoma to the SEC. The Red Raiders finished 8-5 in 2024 under third-year head coach Joey McGuire, drawing an average of 58,743 fans across six home games. The stadium seats 60,454.
Galaxy operates in consumer lending and digital financial products, categories that have shown increased interest in college sports assets since NIL implementation opened donor-class access points beyond traditional boosters. The company's brand will now appear on approximately 1.2 million square feet of premium inventory during nationally televised Big 12 games, including matchups against new conference members Arizona, Arizona State, Colorado, and Utah.
Texas Tech athletic director Kirby Hocutt has prioritized facility revenue since the department reported $113.2 million in total operating revenue for fiscal 2023, placing it tenth among Big 12 programs. The naming rights deal adds guaranteed annual income to offset rising coaching salaries—McGuire's contract runs through 2028 at $4 million per year—and expanded travel costs from the conference's new 16-team footprint that now stretches from Florida to Utah.
The timing suggests urgency around locking foundational partnerships before the College Football Playoff expands to 12 teams in 2024, creating additional inventory volatility. Programs outside the SEC and Big Ten are working to secure multi-year commitments while media attention remains distributed across conferences. Florida State's Doak Campbell Stadium and Louisville's Cardinal Stadium both signed new naming deals within the past eight months.
Galaxy's entry into college sports marks a shift from traditional stadium partners like telecommunications companies and regional banks toward fintech and digital financial platforms seeking younger demographics. The company gains visibility during Big 12 football telecasts that averaged 2.1 million viewers per game in 2023 across ESPN and Fox properties.
Texas Tech will rebrand stadium signage, digital platforms, and gameday materials before the 2025 season opener. The athletic department is separately pursuing upgrades to the south end zone, a project that has been discussed since 2022 but lacks committed funding. The Galaxy partnership does not include capital for construction.
The previous Jones AT&T naming agreement had remained in place for 24 years despite AT&T's 2016 merger with DIRECTV and subsequent corporate restructuring. That deal's longevity was unusual; most stadium rights contracts now include renewal windows every seven to ten years to adjust for market conditions.
Watch for Texas Tech to announce additional corporate partnerships tied to NIL collectives and football operations before Big 12 media days in July. The Red Raiders open 2025 hosting Abilene Christian on August 30, with the first Big 12 home game scheduled for September 13 against Iowa State. Galaxy branding is expected to be live for that conference opener.
The takeaway
Texas Tech locks Galaxy naming rights as Big 12 programs rush to secure revenue before playoff expansion scrambles college football economics.
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