How Expansion, Realignment Created a Perfect Conference: The Big 12. | Brett Yormark's Saving Grace

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Big 12 football is rising as a brand that can rival the SEC and Big Ten, especially after its strategic expansion and competitive balance. The addition of powerhouse programs like BYU, UCF, Cincinnati, and Houston, along with the upcoming entry of Arizona, Arizona State, Colorado, and Utah from the Pac-12, strengthens the conference’s national presence and competitiveness.

The Big 12's unique brand comes from its unpredictability and deep roster of teams capable of knocking off top-ranked opponents. This creates exciting, wide-open competition, where every week feels like a high-stakes game. Unlike the more top-heavy SEC or Big Ten, the Big 12 is known for its parity, with teams like Oklahoma State, Kansas State, Baylor, and TCU all having recent success in challenging for conference titles. This balance makes the league more exciting for fans and TV audiences, helping grow its media value.

Additionally, the Big 12 has a wide geographic footprint, covering markets from Texas to the Midwest, and now stretching into the Mountain West and West Coast. This broadens its brand appeal and strengthens its recruitment capabilities. By successfully navigating conference realignment and solidifying a lucrative media rights deal, the Big 12 has positioned itself as a strong competitor to the SEC and Big Ten in terms of viewership, fan engagement, and overall brand strength. Its aggressive expansion ensures its relevance and strength in the future of college football.

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