I can't tell you an exact moment when it happened, but Texas Tech is a major player right now in collegiate athletics.

It's not just the success either, though there is a lot of it. There's also a major brand being built in Lubbock, and it's only growing.

You can play as Texas Tech in the new Madden 20 game. Patrick Mahomes' face is everywhere, including that game. Jarrett Culver and Zhaire Smith are in the NBA. Chris Beard is one of the biggest names in college basketball. Tim Tadlock is on the shortlist for most recognizable names in college baseball. The Texas Tech social media teams consistently rank in the top five across sports in digital audience and reach.

It's because of that wide reach that Texas Tech is getting deals like this:

Texas Tech will represent the Bud Light brand, joining Texas A&M, LSU, Alabama, Virginia Tech and Iowa. Texas Tech is the only Big 12 school represented. Not the Longhorns or the Sooners, but the Red Raiders.

No word on if these Double T cans will be featured at The Jones this fall, but Talk 1340 fan Topher Covarrubio spotted them in a local Walmart.