Kansas' latest Big 12 loss was particularly painful.
Tony Pierson had a career-high 202 yards rushing on 16 carries, but the Jayhawks lost 41-34 to No. 25 Texas Tech in double overtime on Saturday.
Kansas (1-9, 0-7) has lost 19 straight conference games. Its last Big 12 win came in November 2010.
"The locker room is as disappointed as it's ever been," Jayhawks coach Charlie Weis said. "Usually you let them sulk for 24 hours. Not today. I told the coaches that before they even get on the bus I want them to make sure they get to each and every player and make sure that these guys know it's time to go. We were extremely motivated in this game and I think we'll be even more motivated next Saturday."
Kansas gained 390 yards on the ground, compared to 63 for the pass-happy Red Raiders. James Sims had 30 carries for 127 yards. But Weis said his team's reliance on the run also is a burden for the Jayhawks.
"It's a big challenge," he said. "We've just got to prepare ourselves each week. That's all it is. If we prepared good enough for that then we should be good coming to the game because they know it's coming and we know it's coming, so we've just got to prepare every week."
Texas Tech used the wildcat to score the winning touchdown. Eric Stephens took the snap, rolled to his right and threw a 3-yard jump pass to Darrin Moore for the score.
"It's been hit or miss in practice, but I just had a really good feeling about it," quarterback Seth Doege said of the play. "I think Eric's one of those guys when you call his number, he's going to get the job done."
Kansas quarterback Michael Cummings couldn't connect with Tre' Parmalee in the end zone on fourth-and-9, ending the Jayhawks' chances.
The Jayhawks, who have lost nine straight, rallied in the fourth quarter and sent the game into overtime tied at 27 on a 32-yard field goal by Nick Prolago with under a minute remaining in regulation.
Doege completed 45 of 59 passes for three touchdowns and 476 yards for Texas Tech (7-3, 4-3). He had one interception in the second quarter that seemed to give the Jayhawks the belief they could upset the Red Raiders.
Pierson got the longest run from scrimmage this season for the Jayhawks when he scampered 69 yards to set up Sims' 3-yard TD that trimmed to Texas Tech's lead to 27-24 with about nine minutes remaining in the game.
Sims, a junior from Irving, Texas, recorded his sixth game with more than 100 yards on the ground, becoming the first Jayhawk to accomplish the feat since 1961.
The win ended a two-game skid for the Red Raiders, following losses to Texas and Kansas State.
Doege's completion to Tyson Williams at the Kansas 20 with six seconds remaining in regulation was called back after a review because the quarterback's knee hit the ground after he fumbled the snap. Then Ryan Bustin missed to the left by about a yard on a 41-yard field goal attempt in high winds that would have won the game.
Texas Tech was 18th in the country in total defense coming into the game, giving up an average of 314 yards per game. It yielded 419 yards against the Jayhawks.
For a second straight week, the Red Raiders had some trouble when they got into the red zone. Last week, in the loss to Texas, they went for field goals four times after they stalled inside the 20. This week, they got two field goals after failing to get into the end zone.
Still, Doege threw touchdown passes of 9, 16 and 6 yards — one each to Jakeem Grant, Williams and Moore — to build a 21-7 lead in the second quarter.
A video clip of Texas Tech coach Tommy Tuberville went viral during the game. He's seen knocking off the headset of graduate assistant Kevin Oliver along the sideline after the Red Raiders seemed to have difficulty getting the right personnel on the field. Tuberville said after the game he was just trying to get Oliver off the field.
Texas Tech's offense was hit or miss in the first half. The Red Raiders went three-and-out on three of their seven possessions. But Doege was able to lead the offense down the field at times, despite a stiff south wind that at times gusted 50 mph.
Kansas closed to 21-14 after Doege threw his ninth interception of the season. Brad McDougald picked off the pass in the middle of the field and returned it 32 yards to the Red Raiders 29 halfway through the second quarter.
Cummings capped the short drive with a 10-yard touchdown pass to Brandon Bourbon.
On the Jayhawks' next possession, Pierson juked diagonally across the field for a 49-yard run that set up a 22-yard field goal that made it 21-17 at halftime.
Doege's second touchdown pass put him in third place on Texas Tech's career list. His 63rd touchdown pass came when he hit Williams in the back corner of the end zone to put the Red Raiders up 14-7 early in the second quarter.