The Big 12 Needs To Up Its Game To Compete Against “Super Leagues”

Written By Chris Imperiale on July 26, 2022Last Updated on July 27, 2022
WV sports bettors hope Big 12 can make changes

As the 2022 college football season approaches, the conference realignment within the NCAA is currently at its peak.

After the departure of Oklahoma and Texas to the SEC, the Big 12 Conference, which has been home to WVU athletics since 2012, is now seeking to expand its membership.

The Big Ten Conference recently gained two important teams, USC and UCLA, from the Pac-12. This development sparked conversations about a possible merger between the Pac-12 and Big 12. However, these discussions have now lost momentum and no longer seem likely to proceed.

The future becomes uncertain for college programs outside the SEC or Big Ten with these recent developments. The formation of these “super leagues” demands immediate action from those not included, or they risk being left behind in the future.

Even though the latest merger endeavor did not succeed, there are still many anticipated changes on the horizon. To generate substantial revenue through sports betting, the Big 12 must make necessary alterations.

WV sports bettors are eagerly supporting the Big 12, which is home to the Mountaineers, hoping for an improvement in their performance.

Big 12 won’t partner with Pac-12

The competition is intensifying among the remaining conferences in the Power 5. While the SEC and Big Ten have surged ahead with their recent acquisitions, the ACC, Pac-12, and Big 12 must strive to stay in the race.

The possibility of a partnership between the Pac-12 and Big 12 was one option to explore. However, it seems that this option is no longer being considered. Recently, the conference of WVU decided against pursuing a full merger, even after analyzing the potential agreement.

Despite holding three separate Zoom meetings, the two sides were unable to reach a resolution. A Big 12 source, as reported by ESPN, stated that the conference deemed it unfit for a variety of reasons.

The primary concern raised was that the merger would not significantly increase the revenue of the Big 12.

However, the conference is aware that it cannot simply remain inactive and rely on chance for a favorable outcome in the future. It must actively seek opportunities to enhance itself and remain significant in this recent football-focused realignment.

This is one of the reasons why the new Big 12 commissioner, Brett Yormark, is proclaiming that the league is ready to engage in business opportunities. Yormark further stated:

Our utmost priority is to strategically position the Big 12 for its upcoming multimedia rights negotiations. We are fully committed to leaving no aspect unexplored in order to drive value for the conference. It is imperative that all our efforts contribute towards building momentum for these negotiations.

In 2025, the conference has planned to engage in discussions for new media rights. Yormark and the Big 12 are striving to improve their circumstances by attracting more prominent members.

Potential new programs for the Big 12

Currently, every collegiate program’s objective is to secure a financially prosperous future. This entails prioritizing increased revenue, regardless of the potential consequences for student-athletes and various other sports.

Given that football generates significantly more revenue than any other college sport, the focus is primarily on finding ways to benefit the teams involved in this sport. When the Big 12’s existing television agreement concludes after the 2025 season, there will be an opportunity to renegotiate for a substantially higher financial package.

Acquiring additional schools is a strategy that can elevate its current status. However, the focus is on connecting with schools that have the potential to attract more attention to games and generate more revenue for the conference. Including schools that do not contribute significantly to these goals only diminishes the earnings.

There is still a possibility of acquiring a few Pac-12 members through a strategic maneuver. In July, the league held meetings with several of these members, considering the potential of extending them an invitation. The programs that were included in these discussions were:

  • Arizona
  • Arizona State
  • Colorado
  • Utah

Although these schools may not match the significance of Texas and Oklahoma, they have the potential to initiate progress.

It is worth noting that the conference has already taken steps to adapt to the unpredictable future. In September, it made the decision to include BYU, Houston, UCF, and Cincinnati as new members, with plans for their official integration in the next two years.

Oregon and Washington are two standout schools in the Pac-12, having previously qualified for the College Football Playoff. This achievement has significantly enhanced their power and leverage within the conference.

Nike founder Phil Knight desires for his alma mater in Oregon to align with either the SEC or Big Ten conferences. However, the final choice of the Ducks potentially rests on the available options that Oregon has, with the Big 12 potentially being one of them.

The SEC or Big Ten would likely be more beneficial if given the option. However, the Big 12 could potentially be its landing spot if circumstances differ.