Lubbock, Texas – May 13, 2025 – In a monumental move that underscores the growing significance of Name, Image, and Likeness (NIL) opportunities in collegiate athletics, rising NFL star and former Texas Tech quarterback Behren Morton has announced a transformative $6.4 million donation to launch an unprecedented NIL fund specifically for Texas Tech student-athletes. This substantial investment, one of the largest of its kind in the nation, aims to provide unparalleled support and resources, empowering Red Raider athletes across all sports to maximize their NIL potential and navigate the evolving landscape of collegiate endorsements.
Sources close to Morton confirmed the extraordinary contribution, revealing that the young quarterback, who has quickly become a standout player for the Las Vegas Raiders, felt a deep sense of gratitude for his time in Lubbock and a strong desire to give back to the university and its athletes. In an exclusive statement obtained by ESPN West Texas, Morton articulated his vision for the fund, stating, “Texas Tech gave me so much, both on and off the field. The support from the coaches, my teammates, and the incredible Red Raider Nation was instrumental in my development. With the changing landscape of college sports, I wanted to ensure that current and future Texas Tech athletes have the resources they need to thrive in this new era of NIL. This fund is about empowering them to build their brands, create opportunities, and ultimately succeed.”
The $6.4 million donation will establish the “Guns Up NIL Collective,” a comprehensive fund designed to support Texas Tech athletes in various aspects of NIL, including educational resources, brand development, legal and financial guidance, and facilitating endorsement opportunities with local and national businesses. The initiative aims to create a sustainable ecosystem where athletes can leverage their platform and build long-term value while adhering to NCAA and state regulations.
Texas Tech Athletic Director Kirby Hocutt expressed immense gratitude for Morton’s visionary generosity. “Behren’s contribution is truly game-changing,” Hocutt stated in a press conference held earlier today. “This is not just a donation; it’s an investment in the future of our student-athletes. The Guns Up NIL Collective will provide our athletes with an unparalleled level of support, allowing them to navigate the NIL landscape with confidence and maximize their opportunities. Behren’s leadership and commitment to Texas Tech are truly inspiring.”
The establishment of the Guns Up NIL Collective comes at a critical juncture in collegiate athletics, as NIL continues to reshape the student-athlete experience. While offering significant benefits, the complexities of NIL require careful navigation and robust support systems. Morton’s substantial investment will provide Texas Tech athletes with a distinct advantage, equipping them with the tools and resources necessary to make informed decisions and build successful partnerships.
The fund will be managed by a dedicated board comprising university representatives, legal and financial experts, and marketing professionals, ensuring transparency and compliance. The collective will work proactively to identify and cultivate NIL opportunities for Texas Tech athletes across all sports, fostering a culture of entrepreneurship and financial literacy.
News of Morton’s donation has been met with widespread enthusiasm among Texas Tech students, alumni, and the broader Lubbock community. Many see it as a testament to the strong bonds forged within the Red Raider family and a powerful endorsement of the university’s athletic programs. The initiative is expected to not only benefit the athletes directly but also enhance the overall profile and competitiveness of Texas Tech Athletics.
Morton, who enjoyed a successful career at Texas Tech before being drafted by the Raiders, has quickly established himself as a promising talent in the NFL. His decision to invest such a significant portion of his early earnings back into his alma mater speaks volumes about his character and his enduring connection to the program.
The Guns Up NIL Collective is poised to become a model for other universities seeking to provide comprehensive NIL support for their student-athletes. By prioritizing education, resources, and ethical practices, the fund aims to empower Texas Tech athletes to thrive both during their collegiate careers and beyond.
Further details about the operational structure of the Guns Up NIL Collective and the resources available to student-athletes will be announced in the coming weeks. However, Behren Morton’s extraordinary act of generosity has already created a seismic shift in the Texas Tech athletic landscape, demonstrating the profound impact that former athletes can have on the future of their alma mater.
This is a developing story, and ESPN West Texas will continue to provide updates as more information becomes available.
