Texas coach Steve Sarkisian said earlier this month that his message to his team this year was "embrace the hate."
He might not have expected it to come from the Big 12 commissioner, however.
When league boss Brett Yormark spoke at Texas Tech's Red Raider Club kickoff luncheon Wednesday, he delivered a message to coach Joey McGuire about his expectations for Tech's game against the Longhorns in their final regular-season game in the conference.
"Coach [McGuire], I'm not going to put any pressure on you, but I'm gonna be in Austin for Thanksgiving, OK?