Texas Tech's 'No Mustaches' Campaign Highlights NIL Partnerships

In a surprising twist, Texas Tech head football coach Joey McGuire announced a unique addition to his team’s rules: 'no mustaches.' This statement, featured in a video that circulated widely on social media, was a part of a larger collaboration between Texas Tech Athletics and Dairy Max, a nonprofit dairy council representing dairy farming families nationwide.

The partnership, as explained by Dairy Max’s vice president of impact and innovation, Will Mallow, extended beyond just installing a milk machine on campus. It evolved into engaging college athletes in the NIL (Name, Image, Likeness) space, fostering deeper involvement with individuals. The campaign notably featured Texas Tech's athletes and gained visibility last year with videos showing players like Tech’s all-time leading rusher, Tahj Brooks, involved in 'chocolate mixology 101.'

Mallow emphasized the enjoyment and value these opportunities provide to student-athletes, highlighting their impact and marketing returns. Situated in a region home to many of Texas’ dairy farmers, the collaboration celebrates these vital contributors, bringing their hard work into focus. Mallow noted that while only 2% of people work in agriculture, everyone relies on their produce.

This collaboration marks a significant development in NIL partnerships, showcasing how such initiatives can bring multiple parties together for mutual benefit, blending athletic engagement with impactful community-focused missions.