The GM Who's Building Texas Tech's NIL Empire: Meet James Blanchard
“I don’t want us passing off work — hell no, man," Blanchard said. "We turn on the tape, and we’re grinding through the film. Let’s get it. Let’s add some ownership to this.”
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Hey friends,
My most recent “Next Up” Podcast episode features Texas Tech general manager James Blanchard, who joined me to discuss how he turned the Red Raiders into one of the most well-resourced, forward-thinking programs in college football.
He shared what a day in the life as a general manager looks like, how Texas Tech built the No. 1 transfer portal class nationally, and why NIL has completely changed the sport’s talent acquisition landscape.
Blanchard took me through the NFL-style structure of Texas Tech’s front office, what it takes to recruit elite talent, and how he evaluates players before they even enter the portal.
Additionally, he also touched upon turning down the Notre Dame job, building a $250 million football “resort,” and what it will take to bring a Big 12 title to Lubbock.
Without further ado, let’s dive into my three favorite takeaways:
1️⃣ Quality Over Quantity
College football staffs are larger now than ever before.
With staffs comprised of numerous analysts, recruiting coordinators, NIL strategists, and general managers like Blanchard, support systems at Power Four programs certainly run deep.
Over the past two recruiting cycles, the Red Raiders’ staff has been able to do more off the field with less personnel in place. The program recently secured back-to-back top 25 classes while competing against in-state powerhouses among the likes of Texas, Texas A&M, TCU, and Baylor.
“We’re kind of like the Cincinnati Bengals,” Blanchard told me. “I mean, people know about the Cincinnati Bengals, they’re like the smallest scouting staff in the NFL. We’re kind of similar here, man.”
Blanchard explained that Texas Tech employs himself as the squad’s general manager and only three other full-time scouts.
Along with director of player personnel Brian Nance, director of scouting Sean Kenney, and assistant director of scouting Wesley Harwell, Blanchard’s crew was able to assemble the top transfer portal class in the nation, per On3’s rankings.
“I like it that way because I want the guys up under me to be grinding,” Blanchard said. “I don’t want us passing off work — hell no, man. We turn on the tape, and we’re grinding through the film. Let’s get it. Let’s add some ownership to this.”
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2️⃣ Relationships Win
Like I do with most of the guests who join me on “Next Up,” I asked Blanchard about his recruiting strategy and what it takes for players to say “yes” to Texas Tech’s pursuit of a championship.
Immediately, Blanchard fired back one word — “Relationships.”
“I think a lot of people get logos on their chest at some of these schools and become lazy. They let the logo do the recruiting,” Blanchard told me. “You’re going to have to outwork me. I don’t mind getting out there and still grinding. We’re going to have a real conversation if I’m recruiting you as a recruit.”
According to Blanchard, most coaches ask recruits “four or five questions” per phone call when trying to win over a young man’s decision process.
Other programs drill prospects with simple inquiries such as “’How was your day?', 'How was school?', 'How was practice?', and 'How’s your family?’.”
“That’s not a relationship, that’s a questionnaire,” Blanchard said.
“I don’t ask any of those questions when I get on the phone with a kid,” he continued. “We’re going to build a real relationship. I’m going to know what your girlfriend is going through, what your mom is going through, [and] what nursing home your grandmother’s in. We’re going to be family.”
While Texas Tech’s resources certainly aid the recruiting process in Lubbock, Blanchard is hard at work to curate a family-like atmosphere throughout the Red Raiders’ locker room.
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3️⃣ Be Adaptable
Most general managers throughout college football are relentless workers who hustle to sell their grand vision for future success.
But, each GM I’ve had the chance to sit down and talk to carries a subset of elite characteristics that propelled them into their current roles.
Blanchard is no different.
I asked him to define his own elite characteristic that embodies who he is, and without hesitation, he said, “adaptability and relatability to all kinds of people.”
“I come from nothing, and I made myself, what some people would say, successful,” Blanchard said. “So, no matter what walk of life you come from, we can have a conversation. If you come from dirt poor, the worst of the worst, I come from that. If you’re a guy that’s trying to change the trajectory of your family’s life, man, I’ve done that to an extent.”
According to Texas Tech’s website, Blanchard and his small staff are responsible for identifying every prospect the program ultimately offers a scholarship opportunity to. From there, McGuire and his assistant coaches can prioritize player development and scouting — especially during the season.
The model has proven itself to be successful. Texas Tech recently hauled in the Big 12’s top class, and other prestigious institutions have begun to take note.
Notre Dame has tried to poach Blanchard away twice. As a native of Orange, Texas, with previous stops at Baylor and the Carolina Panthers alongside his mentor Matt Rhule, Blanchard doesn’t feel as though his calling is tied to a logo.
Instead, he’s working tirelessly to mold kids into men while representing his home state. Through his mission, he believes that Texas Tech has all the tools necessary to transform itself into a powerhouse, similarly to Oregon’s rise to prominence over the last two decades.
To watch the entirety of my conversation with Blanchard, click here.
If you have any questions, comments, or feedback, please don’t hesitate to reach out to me by email at adam@brenemanmedia.com.
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Shoutout to Connor Krause for helping to write this newsletter and putting it together!
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