The Big 12 Conference could be undergoing a lucrative change in name-rights.
According to Ross Dellinger of Yahoo Sports, Big 12 Commissioner Brett Yormark suggested selling the conference’s rights in a deal that might be worth hundreds of millions of dollars during a presentation to league executives in May. The proponent of the name-rights initiative would change the name “Big 12.” It would be modeled after the popularity of college football bowl names like “Outback Bowl.”
The conference has had conversations gravitating toward keeping the “12” in the name and removing “Big.” Nothing has been finalized yet, but the discourse is a major development. Brett Yormark believes the conversations are making way for a step in the right direction for the conference.
Regarding schools’ investigations into capital plans and private equity, Yormark has previously stated, “I view this as a bit of a reset for the industry.” We’ve been talking about that reset for a while now. We’re ready for it, too. With college athletics entering a new era, our conference still has to be innovative and fearless.
Although it would be interesting to see the Big 12 rebrand, it appears that a new alliance would benefit the conference’s advancement. Considering that Texas lost one of the league’s top college football opponents, the conversation is encouraging. The Longhorns will join the SEC after missing out on the 2023–24 College Football Playoffs. Still, the Big 12 faces formidable competition.
Big 12 looks to remain a powerhouse college football conference
In addition to the schools already in the conference, the Big 12 will boast stout new programs in 2024. The Colorado, Arizona, Arizona State, and Utah football programs are the four teams joining the league for the upcoming season. Of those squads, the Buffaloes arguably have the most hype.
Colorado has been the center of attention since they hired former Jackson State football head coach Deion Sanders during the summer of 2023. The Buffaloes finished the 2022-23 season with a lowly 1-8 record. Thus, the program entered 2023-24 with high expectations.
After a strong start, Colorado fell down the Pac-12 standings and finished the year with a 4-8 record. Their showing was an improvement from the previous year. Yet, they want to take things to a higher level.
Conversely, Texas concluded that it was time to step up and leave the Big 12. These days, the Longhorns are in the SEC with the Alabama Crimson Tide, LSU Tigers, and a few other outstanding football teams. Although Texas won’t be as present in the league going forward, the history they created will go on forever.
Amidst significant changes, it will be intriguing to watch how the 2024–25 college football season unfolds. Will a team from the Big 12 qualify for the College Football Playoffs? Even better, is it possible for a school in the league to take home a national title? The upcoming winter holds the solution.
