By the time Kansas University and Texas Tech kick off the Big 12 Conference football season at 2:40 p.m. today, KU fans will have heard all about Tech’s prolific offense and quarterback Sonny Cumbie.

Tech (2-1) leads the nation in passing yards per game (463.3), and Cumbie is the nation’s top passer (453.3).

KU fans might not be as familiar with Red Raider receiver Jarrett Hicks, but it won’t take long for the crowd at Memorial Stadium — or the Fox Sports Midwest television audience — to figure out that Hicks has emerged as one of the biggest playmakers in the Big 12.

“You have to do the best you can to stay with him and play the ball,” Kansas cornerback Charles Gordon (5-foot-11) said of Hicks (6-4).

“If it’s a jump ball, you play his hands instead of the ball. You just try your best to keep him from catching the ball.”

That has proven to be a tough task for Tech opponents. Hicks leads the nation in receiving yards per game (170.3) and ranks fifth in receptions per game (8.3).

Tech lost three starting receivers from last year’s 8-5 team, including Oakland Raiders’ draft pick Carlos Francis and Mickey Peters, who set a Tech record with 22 career touchdown receptions.

Hicks has three TDs already this season and has a total of 25 catches for 511 yards. His eight-catch, 211-yard game in last week’s 70-35 victory over Texas Christian made him the first player in school history with three consecutive games with 150 or more receiving yards.

“They lost some receivers, and people were concerned about who’s going to step up,” KU coach Mark Mangino said. “Well, he’s a guy that can step up. He can make big plays. He’s big and strong enough to break tackles and yet speedy enough to run away from you. He’s got great hands. He runs the routes very disciplined. He’s a formidable receiver for those guys.”

Texas Tech receiver Jarrett Hicks hauls in a pass against New Mexico. Hicks leads the nation in receiving yards per game.

Hicks caught 32 passes for 489 yards and five TDs as a backup to Francis last season. Tech coach Mike Leach hasn’t been surprised by the sophomore’s progress.

“He’s confident,” Leach said. “He’s very sharp. You know the funny thing is if you talk to Hicks, you’d think you were talking to a college professor the way that he uses words and the way he talks. He’s a smart guy.”

And Hicks isn’t shy about telling Leach to get him the ball when he has a mismatch with opposing defenders — which is most of the time.

“Receivers always want the ball,” Leach said, “but Jarrett does give me accurate information so I tend to listen to Jarrett more than I do some other guys.”

Leach’s other guys aren’t too shabby either. Six Red Raiders have caught at least 10 passes. Receiver Nehemiah Glover (5.3), running back Taurean Henderson (5.3), tight end Bristol Oluma (4.6) and receiver Cody Fuller (4.6) all rank in league’s top 10 in receptions per game. Glover ranks fourth in receiving yards per game (66.7).