Texas Tech athletic director Kirby Hocutt is hoping to bury a team tradition once and for all ... begging fans to stop throwing tortillas on the field on gamedays.
The TTU official implored his school's backers to do away with the craze on Monday ... just after the Big 12 promised hefty repercussions -- including fines and 15-yard flags -- if it continued.
"We need to help, not risk, penalizing our team for throwing tortillas," Hocutt said. "Simply, let's not do it.