In a groundbreaking move that merges cinematic spectacle with the spirit of college football, Texas Tech University has officially entered the entertainment arena. The school’s President, Dr. Lawrence Schovanec, has signed a landmark $11.5 million deal with Netflix to produce a high-budget, feature-length tribute chronicling the rise, legacy, and cultural significance of Red Raiders football. Titled Guns Up: The Red Raider Legacy, the documentary-style film promises to be more than just a nostalgic walk down memory lane—it aims to redefine how collegiate athletics are celebrated on screen.
The news has sent shockwaves throughout the Big 12, energizing alumni, boosters, and the national football community with excitement and curiosity. Texas Tech, long viewed as a gritty, no-nonsense football program rooted in West Texas toughness, is now stepping onto one of the biggest entertainment platforms in the world, with cameras rolling and spotlights ready. This move underscores a broader trend in college sports where universities are turning to storytelling and cinematic ventures to immortalize their legacies, enhance recruiting, and strengthen brand identity in the NIL era.
Dr. Schovanec, who has guided Texas Tech through an era of bold expansion and national prominence, called the Netflix deal “an unprecedented opportunity to shine a light on the relentless spirit, hard-fought triumphs, and cultural pride that define Red Raider football.” During an emotional announcement ceremony on campus, he was flanked by NFL alums, current players, and the university’s famed Masked Rider, symbolizing the deep pride and tradition woven into the very soil of Lubbock.
“This isn’t just about football,” Schovanec said. “It’s about identity, community, and the beating heart of West Texas. Our story deserves to be told on the biggest stage, and Netflix gives us that stage.”
According to sources close to the project, Guns Up: The Red Raider Legacy will feature archival footage, cinematic reenactments, player interviews, and sweeping shots of Jones AT&T Stadium and the arid beauty of the West Texas landscape. The creative team assembled for the documentary includes several Emmy-winning sports documentarians and a few notable Hollywood veterans who have worked on similar prestige sports features for HBO and ESPN.
A core narrative thread will center on the program’s evolution—from its early days in the 1920s to the electrifying air raid offenses under Mike Leach, and through the modern revitalization under current head coach Joey McGuire. Fans can expect behind-the-scenes access and fresh insights into Texas Tech’s most iconic moments: the 2008 upset of No. 1 Texas, the rise of NFL stars like Patrick Mahomes, Wes Welker, and Michael Crabtree, and the school’s unique identity as a football outpost in the rugged Southwest.
While the deal came as a surprise to many, insiders say the groundwork has been in the making for more than a year. Netflix approached several Power Five programs with a vision of launching a new series of long-form features highlighting the “soul of college football.” What stood out about Texas Tech was the intensity and loyalty of its fanbase, its cinematic backdrop, and the unique underdog ethos that permeates its program. Simply put, the story of Texas Tech was too good not to tell.
The timing couldn’t be better. With a reinvigorated program, recent success in recruiting, and a fan base hungry for national attention, Texas Tech is riding a wave of momentum. McGuire’s leadership has injected the program with swagger and energy, and the Netflix spotlight only adds fuel to the fire. Recruiting experts believe the exposure could have long-lasting benefits, especially among top-tier high school prospects who value visibility in the NIL age.
“Young athletes today aren’t just choosing programs for playing time or tradition,” said national recruiting analyst Marcus Hamilton. “They’re looking at how schools help build their personal brands. Being featured on Netflix is going to resonate with recruits. It’s like a giant national commercial for the program.”
Alumni have also embraced the project with open arms. Former players, from gridiron legends to journeymen, are lining up to participate. One of the most anticipated voices in the documentary is none other than Patrick Mahomes, the Kansas City Chiefs superstar and former Red Raider quarterback whose meteoric NFL rise began on the dusty fields of Lubbock. Mahomes, who has remained actively engaged with the university, has already filmed several segments and is rumored to serve as one of the executive producers for the project.
“Texas Tech gave me my foundation,” Mahomes said in a teaser released by Netflix. “It shaped my game, my mentality, and who I am as a competitor. Telling this story means everything to me.”
Other prominent voices include Mike Leach’s family, longtime voice of the Red Raiders Brian Jensen, and former Tech greats like Kliff Kingsbury and Donny Anderson. The documentary will also pay tribute to the unsung heroes—trainers, walk-ons, fans, and even the local businesses that rally around the team every fall.
Equally compelling is the film’s plan to spotlight the cultural aspects of Red Raider football: the sea of black and red on game days, the masked rider charging down the field, the tortilla toss tradition, and the communal tailgates that bring thousands together. For lifelong fans, it will be a celebration. For newcomers, it will be an introduction to one of the most passionate and loyal college football communities in the country.
Netflix is banking on the project’s wide appeal—not just among football fans, but among anyone drawn to stories of perseverance, regional pride, and the pursuit of excellence against the odds. Production has already begun, with cameras following the 2025 team during summer workouts and fall camp. The release date is tentatively scheduled for fall 2026, timed to coincide with the start of the college football season.
The $11.5 million price tag covers production costs, promotional efforts, and future educational licensing rights for the university. A portion of the funding will also go toward supporting the Texas Tech athletic department, with specific emphasis on facilities and mental health resources for student-athletes. Additionally, Tech officials have hinted that this could be just the beginning of a long-term content partnership with the streaming giant.
“This is a transformative moment,” said athletic director Kirby Hocutt. “We’ve always known we had something special here in Lubbock. Now the rest of the world will see it too.”
There’s no question that the deal adds to the growing wave of collegiate programs leveraging media in innovative ways. From Alabama’s behind-the-scenes series on YouTube to Notre Dame’s partnership with Peacock, the boundaries between sports, entertainment, and recruitment are blurring rapidly. But Texas Tech’s Netflix deal, both in scale and intent, feels different—grander, riskier, and more ambitious.
It also represents a shift in how schools view their place in the modern media ecosystem. Where once athletic success was measured solely in wins and losses, schools are now competing in narrative capital—the ability to tell compelling stories that resonate far beyond the field. Texas Tech, with its mix of grit, flair, and unforgettable personalities, is betting big that its story belongs on the big screen.
As the cameras roll and anticipation builds, one thing is certain: the eyes of the college football world—and perhaps Hollywood, too—are now fixed firmly on Lubbock, Texas. And if the Red Raiders have anything to say about it, this blockbuster is only the beginning.
