A Texas Christian University recruiting coordinator’s recent dig on Texas Tech and the South Plains, referring to the area as a desert, has Red Raider fans and many in Lubbock taking to social media to needle the Horned Frogs with cacti.

After Texas Tech Athletics officials and supporters on Monday announced a Name, Image and Likeness deal through the Matador Club, pledging $25,000 contracts for 100 Texas Tech football players, TCU recruiting coordinator and offensive analyst, Bryan Carrington, posted a tweet calling out Texas Tech for "attempting to 'build their a brand' in a desert."

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This comment prompted prominent Texas Tech and Lubbock figures such as President Lawrence Schovanec and Patrick Mahomes II, the star quarterback for the Kansas Chiefs and former Texas Tech standout, to take to social media in response, many using images of cacti to "own" the desert dig.

It even prompted some Red Raider fans to update their social media profiles to include the cacti emoji to show their support for Texas Tech.

Several Lubbock area spirit shops told the Avalanche-Journal they're looking into opportunities to create cacti apparel.