Texas Tech unveils a $5 million quarterback in Times Square, signaling a bold, big-money play for college football supremacy.
If you needed proof that Texas Tech is no longer playing the quiet game in college football, look no further than Times Square.
The Red Raiders didn't just land transfer quarterback Brendan Sorsby; they announced him with a welcome message on one of the most famous digital billboards in the world. That's not recruiting subtlety, that's recruiting theater.
And in 2026 college football, theater matters.
Sorsby is the crown jewel of Texas Tech's latest portal haul. The former Cincinnati standout ranks as the No. 2 overall transfer and No. 2 quarterback nationally, and his reported $5 million NIL package puts him squarely in new market, new rules territory. Love it or hate it, elite quarterbacks now cost elite money, and Tech didn't blink.
On the field, the investment makes sense. Sorsby enters his final season after a breakout year with the Bearcats, throwing for 2,800 yards, 27 touchdowns, and just five interceptions, while adding 580 rushing yards and nine scores on the ground. That dual-threat profile is exactly what modern Big 12 offenses demand. He's not just a distributor, he's an eraser when plays break down.
More importantly, he fits the moment in Lubbock.
Under Joey McGuire, Texas Tech has embraced an aggressive, portal-forward approach that paid off in 2025 with a Big 12 Championship Game win and a College Football Playoff berth. But that magical run ended with a harsh reality check in a CFP debut against Oregon, where Tech was held scoreless and managed just 215 total yards. The gap wasn’t an effort issue, it was quarterback play under playoff pressure.
That's where Sorsby comes in.
He's experienced. He's battle-tested. He's started 30-plus college games. And statistically, quarterbacks with both 2,500-plus passing yards and 500-plus rushing yards in a season historically produce top-20 offenses the following year, according to NCAA trend data from the past decade. Texas Tech is betting that history holds.
The Times Square billboard wasn't really about Sorsby, at least not entirely. It was a message to recruits, boosters, and the rest of college football that Texas Tech intends to stay in the room. When elite talent becomes available, the Red Raiders are willing to pay, promote, and prioritize winning.
Texas Tech fans should adjust expectations accordingly. When you spend like a contender, you're judged like one. Sorsby doesn't just raise the ceiling, he removes excuses.
In 2026, Texas Tech won't be sneaking up on anyone. And judging by the lights in New York, they're perfectly fine with that.