It’s official — Marcus Freeman, the former head coach of Notre Dame, is set to begin a brand-new chapter as the head coach of the Texas Tech Red Raiders. The move, which had been quietly brewing beneath the surface for weeks, is now confirmed, and with it comes a seismic shift not only for the Red Raiders but for the broader college football landscape. Freeman, who spent the past few seasons navigating the high expectations and immense pressure that come with leading one of the most storied programs in college football history, now steps into a role that promises both fresh challenges and enormous potential. Texas Tech has long been viewed as a sleeping giant in the Big 12, rich with tradition, fan support, and regional recruiting ties — and now they have their man to awaken that giant.
Freeman’s hiring is nothing short of a statement from Texas Tech leadership, signaling that mediocrity is no longer acceptable in Lubbock. This isn’t just a coaching hire; it’s a rebranding of the program’s identity. Freeman brings with him a pedigree built on discipline, defense, and recruiting prowess. While his time at Notre Dame was met with mixed results, no one questioned his ability to galvanize players, lead with integrity, and command respect in both the locker room and living room. Now he’s bringing those qualities to a program eager to shed its perennial underdog label and crash the party in a Power Four that is rapidly evolving.
For Freeman, the move to Texas Tech represents both a fresh start and a redemption arc. He entered the Notre Dame job under enormous scrutiny, replacing Brian Kelly and trying to sustain a standard that had become synonymous with 10-win seasons and major bowl appearances. Though he had his share of strong performances, including top-tier recruiting classes and statement victories, inconsistency and offensive stagnation haunted his tenure. The Fighting Irish faithful, demanding and unrelenting in their expectations, were often divided on whether Freeman was the long-term answer. Now, in Lubbock, those expectations take a different shape. Yes, Red Raider fans want to win — badly — but they also understand the importance of building a foundation that can sustain success over time. Freeman won’t be asked to win a national title overnight. He will, however, be expected to bring vision, structure, and progress from day one.
One of Freeman’s first major tasks will be to evaluate the existing talent and determine who fits into his system. He’s known for building aggressive, fundamentally sound defenses — something that has historically been a weak point for Texas Tech, a program more traditionally associated with air raid offenses and shootouts. That identity may begin to shift under Freeman, who will likely bring in a staff aligned with his values on toughness, accountability, and physical football. While many assume he’ll maintain some version of the spread on offense — it’s essential in the Big 12 to stay competitive — expect it to be balanced with a newfound commitment to defense that Red Raider fans haven’t seen in decades.
Perhaps the most important element Freeman brings is recruiting. During his time at Notre Dame, he consistently pulled in top-tier talent despite the program’s academic constraints and regional limitations. Texas Tech, by contrast, gives him a much freer hand. With access to fertile recruiting grounds across Texas, Oklahoma, Louisiana, and even Southern California, Freeman now has the opportunity to outwork and outmaneuver traditional blue-blood programs with the right pitch and plan. He’s charismatic, calculated, and, most importantly, relentless when it comes to building relationships with high school coaches, players, and their families. In an age where recruiting is the lifeblood of a program, Freeman’s presence could be the difference between Texas Tech being good — and being great.
The implications of this hire extend beyond Lubbock. The Big 12 has already seen a power vacuum emerge in the wake of Texas and Oklahoma’s departure to the SEC. Programs like Kansas State, Utah, Arizona, and TCU are jockeying for position as the new face of the conference. With Freeman at the helm, Texas Tech just threw its hat into the ring — and they did it with authority. This hire is not about maintaining status quo. It’s about disrupting it. Freeman’s vision and leadership style could make Texas Tech a destination not just for players, but for coaches and staff who want to build something lasting and meaningful.
Still, challenges await. The Red Raiders haven’t won a conference title since 1994 and haven’t truly been in the national spotlight since the days of Mike Leach and Graham Harrell. The program has suffered from inconsistency, staff turnover, and missed recruiting opportunities. Freeman inherits a roster that has talent in pockets but lacks the depth of an elite program. He’ll need time, and he’ll need patience — something that’s often in short supply in the current era of college football where fans, donors, and boosters want immediate returns on their investment. The good news? Freeman is no stranger to pressure. If anything, his tenure at Notre Dame hardened him for exactly this type of challenge.
From a cultural standpoint, Freeman’s arrival is already having a ripple effect. His reputation as a players’ coach, a man of principle, and a motivator will resonate deeply with both returning players and new recruits. He’s known for his ability to connect on a human level, to inspire young men not just to perform on the field, but to grow off of it. That kind of leadership matters — especially at a program like Texas Tech, which prides itself on toughness, grit, and heart. Freeman fits the mold. But more importantly, he expands it. He brings a level of sophistication and professionalism that could elevate the entire athletic department.
The broader college football world will be watching closely. If Freeman succeeds in Lubbock, it sends a message that big-time coaches don’t need to chase only the traditional powerhouses to leave a legacy. They can go to places like West Texas, embrace the challenge, and build something unique. In many ways, that’s the essence of college football — the belief that any program, no matter its past or location, can rise under the right leadership. Freeman has a chance to prove that. And based on early reactions from players, alumni, and the college football community, belief in his ability to do so is already growing.
Now, with fall camp looming and the 2025 season on the horizon, all eyes turn to how quickly Freeman can install his systems, win over his locker room, and recruit at a high level. The honeymoon phase may be brief, but the long-term vision is what will define his success. It won’t be about one or two marquee wins. It will be about building a consistent, sustainable winner — something Red Raider fans have craved for decades.
In a sport increasingly defined by splash hires and rapid turnover, Marcus Freeman’s move to Texas Tech is different. It’s bold. It’s strategic. And it just might change the future of the Big 12. Whether it becomes a cautionary tale or a masterstroke of timing remains to be seen. But one thing is certain — the Freeman era has begun in Lubbock, and nothing will ever be quite the same again.
