Matt Medley is getting his first chance to run his own program, and he is taking over one of the Texas Panhandle’s most recognizable football communities.
Hereford ISD announced Medley as its new boys athletic director and head football coach on April 29. He brings 19 years of experience in education and athletics, along with a background in leadership, program development and campus athletic coordination.
Medley comes to Hereford after spending the past five seasons at Medina Valley ISD. During his time there, Hereford ISD credited him with helping lead a program turnaround from a 3-7 season in 2021 to district championships and multiple rounds of playoff success.
He now takes over a Hereford program coming off a 2-8 season in 2025. The Whitefaces had winning seasons in 2024, when they went 8-4, and in 2023, when they finished 7-4, but the program has also dealt with inconsistency in recent years.
Hereford’s program history includes 38 playoff appearances, one state title game appearance and no state championships. The Whitefaces play at Whiteface Stadium, which has a listed capacity of 4,000.
The Whitefaces compete in Class 4A Division I, District 2, in Region I. Their district includes Canyon, Canyon Randall, Canyon West Plains, Dumas and Pampa, giving Medley a tough Panhandle schedule right away.
Hereford brings a unique setting with it. The town sits in the Texas Panhandle, about 45 miles southwest of Amarillo, and the Whitefaces’ identity ties closely to the area’s cattle roots. For Medley, the appeal was clear.
“For me, Hereford has always seemed like a town that truly cares about athletics and have those type of hard working kids that love to compete,” Medley said.
Hereford ISD also highlighted Medley’s commitment to academics and developing student-athletes beyond competition.
“I want Hereford to know they are getting someone who loves kids and believes in accountability,” Medley said.
Medley replaces Adam Nance and takes over a Hereford program looking to rebound from a 2-8 season in 2025 while competing in a tough Class 4A Division I district.
