As of February 2026, the case for Sacramento State joining the Big 12 centers on a "California Gold Rush" strategy: the chance for the conference to plant its flag in the nation’s 20th-largest media market while capitalizing on an unprecedented surge of local financial and political backing.

Tapping the 20th Media Market

Sacramento remains the largest U.S. media market without a Power Four football program. For the Big 12, adding the Hornets isn't just about the school; it’s about capturing a region of 2.4 million people and securing a recruiting foothold in Northern California. With the Pac-12 and ACC having shifted the geographic landscape, the Big 12 could use Sacramento as a western anchor, providing a natural travel partner for schools like Arizona and Utah while gaining access to a massive "ag-business" donor base.

The "SAC12" Financial Engine

The most compelling argument is the aggressive financial package orchestrated by President Luke Wood and the SAC12 committee. In a move echoing SMU’s jump to the ACC, Sacramento State has reportedly offered to:

Forgo conference revenue for a multi-year stretch to prove their value.

Pay an eight-figure entry fee (exceeding $10 million) to ease the transition for current members.

Leverage a $50 million+ NIL commitment, which already ranks among the most robust in the Western U.S., even at the FCS level.

Infrastructure and "The Shaq Factor"

The "new" Sacramento State is no longer a sleepy commuter school. The university has broken ground on a 25,000-seat multi-use stadium at Cal Expo and successfully hired NBA legend Shaquille O'Neal as a "General Manager" for the basketball program to boost its brand. By adding a school willing to spend $170 million on facilities and millions more on talent, the Big 12 would be betting on an "ascendant brand" rather than a legacy program. For a conference that prides itself on being the most innovative in the country, Sacramento State represents the ultimate high-upside investment.

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