Starting now, the Big 12 is cracking down on a long-standing stadium tradition: tossing tortillas at Jones AT&T. But prior to the season start, the conference voted 15-1 to impose a 15-yard penalty on teams after a 3rd instance of objects being thrown onto the field. And that one was Texas Tech, which was against that policy. In fact, the Red Raiders AD Kirby Hocutt said, “The rules can change. But our tradition will not.” Now, when the Big 12 announced hefty fines alongside penalties, the Texas Tech AD made a U-turn.

That’s why he warned student leaders in a Thursday video call that the first tortilla to hit the field will trigger an official announcement over the PA system. It means the new policy will allow Tech to issue a mid-game warning after the first tortilla toss. But if fans keep flinging snacks, the university faces a hefty fine plus a 15-yard penalty. “We’re at a point now with that automatic fine, and, you know, on the second incident of a flag, it’s really put our backs against the wall,” stated Hocutt, referring the fine they already got in the play against Jayhawks.

But the conference didn’t consult schools before rolling out the new rules. The crackdown was implemented at the discretion of Big 12 Commissioner Brett Yormark. On Monday, Tech AD received a memo. And the ruling now also expands the zone of accountability.

Before, only items hitting the field drew penalties. But now, anything thrown within the playing enclosure, behind the end zone, or anywhere near the turf can trigger punishment. “So even if it hits the sideline, if it hits behind the end zone, if it’s in the playing enclosure, that second strike, it’s a 15-yard penalty and a $100,000 fine,” warned Hocutt. “The stakes just got a lot higher, a lot quicker on Saturday afternoons.” And then, to make things crystal clear, he doubled down on his take.

“You get one—one chance at the opening kickoff. If tortillas come out, that’s your warning. The second time… that could happen in the first series, if people keep throwing tortillas on the second or third play,” explained Hocutt. And that hefty fine? ” That’s a big financial penalty that’s associated as we go forward,” according to the Texas Tech AD.

As per him, this isn’t just about the students in the stands. It’s a warning to all of Red Raider Nation. “Let me be clear,” he said. “This is not just Texas Tech students doing this. This is Red Raider Nation.” Because the flying tortillas aren’t confined to one corner, either. They’ve been spotted from the west side near the press box, the student-filled east side, the north and south end zones, and even the suites and club sections. So no matter where you sit, Hocutt made it clear: everyone is on notice.

Now while the Red Raiders have already faced plenty, this ruling feels even more serious. But where did it all start, and why?

Texas Tech was fined $25,000

Saturday’s showdown with Kansas got heated in the stands, and fans went past the usual kickoff antics. That forced Yormark to step in and enforce the new tortilla policy. Although the chaos sparked a tense back-and-forth between the conference and its member schools. Both universities were hit with $25,000 fines. But it seems to have hit the Red Raiders the hardest. As AD Kirby Hocutt said, “We weren’t perfect in the first three home games. I felt like we were making progress, and then we took a step back last week.”

And the $25,000 fine came after “repeated instances of objects being thrown onto the playing surface” during Texas Tech’s 42-17 win over Kansas. Here, Yormark was clear about his stance. “After a formal review, Texas Tech did not take sufficient steps to prevent and deter the repeated throwing of objects onto the field and team bench areas,” said the Big 12 commissioner.

While the Red Raiders have long celebrated kickoffs with flying tortillas, the situation got out of hand this time. Kansas coach Lance Leipold even claimed a pocketknife was thrown, striking a staff member. “One of the officials almost got hit and tried to throw a flag, and it got picked up. So that was disappointing,” he said, criticizing the management of the situation. Now, amid all the controversies and fines, Texas Tech HC Joey McGuire urged fans to follow the rules.

“It’s frustrating because whenever I talk to the guys, ‘Make it about the football,'” he said. “If you’re throwing tortillas more than once, now it becomes all about you.” Then McGuire made a direct appeal: “Is that a Red Raider? If you came to the game and you love this team… yet you’re going to throw another tortilla knowing it’s against the rules?” But the team has 2 weeks to develop a plan to keep its fans in check before hosting Oklahoma State at that stadium.