Texas Tech Starting QB Behren Morton Reportedly Uses NIL Earnings to Purchase Hunting Land in Texas
In a story that highlights the changing financial landscape of college athletics, Texas Tech starting quarterback Behren Morton has reportedly used a significant portion of his Name, Image, and Likeness (NIL) earnings to purchase hunting land in Texas. The 21-year-old junior, who has emerged as one of the most promising quarterbacks in the Big 12, is demonstrating that NIL money isn’t just reshaping opportunities for athletes on the field — it’s also helping them build wealth and plan for life beyond football.
Morton, known for his leadership and poise under pressure, has become the face of Texas Tech’s football program heading into the 2025 season. With his growing popularity among Red Raiders fans and multiple NIL deals under his belt, he’s turning his financial success into tangible investments — and his latest purchase has caught the attention of both sports and business circles.
The NIL Era: A Game-Changer for College Athletes
Before July 2021, college athletes were prohibited from profiting off their name, image, and likeness. However, with the NCAA’s landmark decision to allow student-athletes to sign endorsement deals and sponsorship agreements, the dynamics of college sports have changed dramatically.
For Morton, the new rules have created opportunities far beyond the football field. While details of his total NIL earnings haven’t been disclosed, reports suggest that his deals place him among the top earners at Texas Tech. According to sources close to the program, Morton has signed agreements with apparel brands, local Texas businesses, and national companies seeking to capitalize on his rising profile.
Instead of splurging on luxury cars or high-end fashion — as many young athletes are known to do — Morton has reportedly taken a different approach. By purchasing several acres of hunting land in West Texas, he’s choosing to invest his NIL money into something meaningful and lasting.
Why Hunting Land? Morton’s Passion Meets Practicality
Morton’s decision to purchase hunting land didn’t come out of nowhere. Those close to the quarterback describe him as an avid outdoorsman who enjoys hunting, fishing, and spending time in nature during the offseason.
“He’s always been a Texas kid through and through,” one source said. “This isn’t just an investment for him; it’s something he genuinely loves. Behren wanted a place where he could get away from the game, clear his head, and enjoy the outdoors with family and friends.”
At the same time, Morton’s purchase represents a long-term financial strategy. Hunting land in Texas has historically appreciated in value, especially in regions near Lubbock and the broader West Texas plains. By securing property now, Morton has set himself up for future financial security, whether or not he pursues a lengthy professional football career.
A Model of Financial Responsibility
Morton’s decision has drawn praise from financial advisors and college athletics experts who view his purchase as a smart example of how student-athletes can use NIL earnings responsibly.
In an interview with a local Lubbock radio station, Texas Tech athletics director Kirby Hocutt applauded Morton’s maturity:
“What Behren has done is exactly what we hope NIL can be — an opportunity for our student-athletes to leverage their platforms, make some money, and invest in their future. He’s showing his teammates and younger athletes across the country that NIL isn’t just about flashy spending; it’s about making smart, strategic decisions.”
Morton’s move also comes at a time when many college athletes are struggling to manage newfound wealth. Several high-profile cases have emerged in recent years where athletes burned through significant NIL earnings on short-term luxuries without considering long-term financial planning. By choosing to purchase property, Morton is setting a positive example — not just for his teammates but for the entire landscape of college football.
Red Raiders Fans React
News of Morton’s land purchase quickly spread across social media, sparking conversation among Texas Tech fans and college football communities nationwide. While many praised the young quarterback’s maturity, others expressed surprise at just how lucrative NIL deals have become for athletes at non-traditional football powerhouses.
One fan wrote on X (formerly Twitter):
“Love seeing Behren invest in Texas. Hunting, football, and land — that’s as Red Raider as it gets!”
Another added:
“The NIL era is wild. Our QB is out here buying property while still in college. Times have definitely changed.”
The move has also sparked discussions about how NIL money is reshaping college athletics, with athletes now balancing financial decisions alongside their academic and athletic commitments.
Balancing Football and Finances
While Morton’s off-the-field moves are making headlines, his primary focus remains on leading Texas Tech into what many expect to be a pivotal season. Coming off a strong 2024 campaign, he enters the 2025 season with heightened expectations as the Red Raiders aim to compete for a Big 12 title and a potential College Football Playoff berth.
Morton has shown steady development since taking over as the starting quarterback, with improved passing efficiency, decision-making, and leadership skills. Coaches have praised his work ethic and dedication, noting that his newfound financial responsibilities haven’t distracted him from his role on the team.
Head coach Joey McGuire spoke about Morton’s growing maturity both on and off the field:
“Behren’s the kind of guy you want leading your program. He’s level-headed, focused, and driven. Whether it’s football or his personal life, he’s making choices with his future in mind.”
A Glimpse Into the Future
Morton’s story is just one example of how NIL opportunities are reshaping the lives of college athletes. For decades, many student-athletes struggled to make ends meet while generating millions in revenue for their schools. Now, players like Morton are not only gaining financial freedom but also learning valuable lessons in money management, entrepreneurship, and long-term planning.
Financial experts predict that property ownership will become a growing trend among NIL-earning athletes, particularly in states like Texas where land remains both a cultural priority and a strong investment option.
With his hunting land purchase, Morton has positioned himself as more than just a rising quarterback — he’s a model for how college athletes can leverage their fame and earnings to build sustainable futures.
Final Thoughts
Texas Tech quarterback Behren Morton isn’t just making plays on the field — he’s making smart moves off of it. By using his NIL earnings to purchase hunting land in Texas, the junior quarterback is demonstrating foresight, maturity, and a strong connection to his roots.
As the NIL era continues to evolve, Morton’s approach could serve as a blueprint for other athletes looking to turn short-term opportunities into long-term security. For Texas Tech fans, it’s yet another reason to rally behind their quarterback — a hometown leader who embodies Red Raider pride while preparing for life beyond football.
In a college sports landscape where NIL has sparked debates, controversies, and opportunities, Behren Morton’s decision stands out as a story of responsibility, passion, and planning for the future.
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