A few years ago at a fundraising event in Hawai'i, Patrick Mahomes saddled up next to Texas Tech's athletics director and ...

Texas Tech's 20-year stadium naming-rights agreement ... Tech's 10-year, $59.25 million contract with adidas, finalized in December, is more lucrative than its previous deal with Under Armour.

Canady is also one of former Texas Tech football player and Kansas City Chiefs quarterback Patrick Mahomes' Team Mahomes NIL signees through adidas. "This is our shot at forever," Canady concludes ...

The NCAA policy change regarding logos on field opens up new revenue source for Texas Tech football. Talks also under way on next naming-rights deal ...