Texas Tech football could play in a sponsor-free Jones Stadium in 2026 as the Red Raiders explore new naming rights and revenue deals.
For the first time in a quarter-century, Texas Tech football might run out of the tunnel this fall without a corporate tag attached to its stadium.
Jones Stadium. That's it, just ... Jones Stadium.
The 20-year naming agreement tied to AT&T is set to expire in June, and Red Raiders athletic director Kirby Hocutt has confirmed the telecommunications giant is stepping away from negotiations for a renewal.
While AT&T will remain a major partner in other capacities - think signage, ads, and telecom services - the naming rights are officially on the open market.
And in today’s college football economy, that’s a big deal.
Back in 2000, Texas Tech struck a $20 million naming deal over 20 years. An extension finalized in 2007 brought in $21 million more. But because those payments were structured to be paid out early, the athletics department hasn’t actually received naming-rights revenue for more than a decade.
Now, with schools preparing to distribute more than $20 million annually to athletes under new revenue-sharing models, every dollar matters.
Hocutt isn’t panicking.
He’s playing the long game.
The Red Raiders are actively shopping the most visible asset in the department while also exploring expanded corporate integrations - on-field logos, uniform patches, and additional in-game sponsorship placements.
The NCAA has opened the door to those opportunities, and Texas Tech appears ready to walk through it.
There’s also live-event revenue in play.
Two George Strait concerts scheduled for April 24-25 at the stadium are projected to net roughly $3 million. That’s not small change in Lubbock.
Behind the scenes, Texas Tech has doubled down on its partnership with Learfield, extending the agreement and launching Texas Tech Athletics Partners, LLC.
The initiative will centralize sponsorship sales, expand NIL opportunities, and embed a 12-to-14-person business team directly inside the athletics department once office space is completed in the Whitacre Center.
In other words, this isn’t just about what name goes on the stadium facade; it’s about building a sustainable financial engine in a rapidly shifting college sports landscape.
Will the Red Raiders kick off the 2026 season in a rebranded venue? Or will tradition briefly take center stage?
Either way, Texas Tech football - and its revenue strategy - just entered a new era.