Texas Tech University Athletics
Texas Tech mourns passing of Joe Hornaday
September 09, 2026 | General
Legendary sports information director passed away Wednesday at the age of 79
LUBBOCK, Texas – Texas Tech Athletics mourns the loss of legendary sports information director Joe Hornaday, who passed away Wednesday surrounded by friends and family at the age of 79.
Hornaday served Texas Tech Athletics for 30 years, beginning his tenure as an assistant sports information director in 1978 before being promoted to the director position two years later. In his role, Hornaday was essential in promoting each of Texas Tech's athletics programs, namely Red Raider Football where he built a reputation nationally as one of the finest in his field.
"The Texas Tech family mourns the passing of Joe Hornaday and celebrates the lasting impact he made on this community and college athletics as a whole," Director of Athletics Kirby Hocutt said. "Joe's legacy in promoting our sports programs and his ability to effectively work with the media is still felt today. We join countless others who mourn his passing and send our thoughts and prayers to his wife Sally and his entire family."
Hornaday retired from Texas Tech Athletics in 2008 after serving as sports information director from 1980-96 and then as an Assistant Athletics Director for Public Relations for the latter part of his career. Hornaday, a Texas Tech graduate, himself, with a degree in journalism, began his career as a sports writer at the likes of the Fort Worth Star-Telegram, the Austin American-Statesman and an Army division newspaper in Germany while stationed in the military before returning to his alma mater in 1978.
His newspaper background fueled his career as a sports publicist as Texas Tech, through Hornaday's efforts, was known as one of top media operations in college football. Often the liaison between the media and head coaches such as Jerry Moore and Spike Dykes, Hornaday built genuine relationships with media not only locally but across the country, often treating visitors in town for a game to a meal at The 50-Yard Line restaurant on Friday nights and the best Texas Tech experience he could offer.
"Joe Hornaday is Texas Tech Athletics," said the late Dykes in 2008 upon Hornaday's retirement. "I don't think Texas Tech would have been admitted to the Big 12 Conference without all the contacts that Joe has made throughout his career. He's one of the reasons Texas Tech is in the Big 12 Conference."
In addition to his role publicizing the Red Raiders, Hornaday also served on the southwest region selection committee for the National Football Foundation College Football Hall of Fame and was the national chairman for the Academic All-America football selection committee from 1981-85 through what's now the College Sports Communicators (formerly CoSIDA). Hornaday was essential in establishing the Texas Tech chapter of the National Football Foundation in 2002, serving as the organization's first president.
For his efforts, Hornaday was recognized several times throughout his career, earning the Outstanding Achievement Award from Texas Tech in 1989, the Lester Jordan Award for exemplary service to the Academic All-America program and the promotion of the student-athlete ideal in 1999 and then the Elmore (Scoop) Hudgens Sports Information Director Award for outstanding performance that same year. He was named an outstanding alumni of the Texas Tech College of Media and Communications in 2012.
"Joe Hornaday represented the very best of what it meant to be a sports information director," said Robert Giovannetti, Senior Associate Athletics Director for External Relations and Strategic Communications. "Joe's professionalism and his commitment to this university helped set the standard for all college programs. Those of us fortunate enough to serve Texas Tech today continue to strive to uphold that standard and we'll always honor Joe's memory."
Texas Tech will honor Hornaday's legacy with a moment of silence prior to the Sept. 18 home game versus Houston. Hornaday is survived by his wife, Sally, and his two sons, Clay and Chris.
Hornaday served Texas Tech Athletics for 30 years, beginning his tenure as an assistant sports information director in 1978 before being promoted to the director position two years later. In his role, Hornaday was essential in promoting each of Texas Tech's athletics programs, namely Red Raider Football where he built a reputation nationally as one of the finest in his field.
"The Texas Tech family mourns the passing of Joe Hornaday and celebrates the lasting impact he made on this community and college athletics as a whole," Director of Athletics Kirby Hocutt said. "Joe's legacy in promoting our sports programs and his ability to effectively work with the media is still felt today. We join countless others who mourn his passing and send our thoughts and prayers to his wife Sally and his entire family."
Hornaday retired from Texas Tech Athletics in 2008 after serving as sports information director from 1980-96 and then as an Assistant Athletics Director for Public Relations for the latter part of his career. Hornaday, a Texas Tech graduate, himself, with a degree in journalism, began his career as a sports writer at the likes of the Fort Worth Star-Telegram, the Austin American-Statesman and an Army division newspaper in Germany while stationed in the military before returning to his alma mater in 1978.
His newspaper background fueled his career as a sports publicist as Texas Tech, through Hornaday's efforts, was known as one of top media operations in college football. Often the liaison between the media and head coaches such as Jerry Moore and Spike Dykes, Hornaday built genuine relationships with media not only locally but across the country, often treating visitors in town for a game to a meal at The 50-Yard Line restaurant on Friday nights and the best Texas Tech experience he could offer.
"Joe Hornaday is Texas Tech Athletics," said the late Dykes in 2008 upon Hornaday's retirement. "I don't think Texas Tech would have been admitted to the Big 12 Conference without all the contacts that Joe has made throughout his career. He's one of the reasons Texas Tech is in the Big 12 Conference."
In addition to his role publicizing the Red Raiders, Hornaday also served on the southwest region selection committee for the National Football Foundation College Football Hall of Fame and was the national chairman for the Academic All-America football selection committee from 1981-85 through what's now the College Sports Communicators (formerly CoSIDA). Hornaday was essential in establishing the Texas Tech chapter of the National Football Foundation in 2002, serving as the organization's first president.
For his efforts, Hornaday was recognized several times throughout his career, earning the Outstanding Achievement Award from Texas Tech in 1989, the Lester Jordan Award for exemplary service to the Academic All-America program and the promotion of the student-athlete ideal in 1999 and then the Elmore (Scoop) Hudgens Sports Information Director Award for outstanding performance that same year. He was named an outstanding alumni of the Texas Tech College of Media and Communications in 2012.
"Joe Hornaday represented the very best of what it meant to be a sports information director," said Robert Giovannetti, Senior Associate Athletics Director for External Relations and Strategic Communications. "Joe's professionalism and his commitment to this university helped set the standard for all college programs. Those of us fortunate enough to serve Texas Tech today continue to strive to uphold that standard and we'll always honor Joe's memory."
Texas Tech will honor Hornaday's legacy with a moment of silence prior to the Sept. 18 home game versus Houston. Hornaday is survived by his wife, Sally, and his two sons, Clay and Chris.
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