Big 12 football has grown to rival the SEC and Big Ten from a brand standpoint, especially with its recent expansions and strong performances on the field. One key factor is the diversity and competitiveness of the teams within the conference. With schools like Texas, Oklahoma (prior to their move), Baylor, and now new additions like BYU, Cincinnati, and UCF, the Big 12 has expanded its reach and reputation across different regions, making it a national brand.

The Big 12 is known for its fast-paced, high-scoring games, which attract a wide audience and create exciting matchups week after week. This brand of football appeals to both casual fans and hardcore followers, boosting its viewership and media value. Additionally, traditional rivalries, such as the Red River Showdown between Texas and Oklahoma, along with new potential rivalries with teams like Utah and Arizona, add to the brand’s appeal and draw major attention.

The conference’s recent media rights deal also bolsters its competitiveness with the SEC and Big Ten, allowing the Big 12 to maintain a strong financial foundation. As the landscape of college football shifts, the Big 12’s proactive approach to expansion, inclusion of diverse markets, and its passionate fan bases help it rival the SEC and Big Ten in terms of brand strength. The addition of marquee programs from the Pac-12 has also positioned the Big 12 as a force in the ever-evolving world of college football.

For your next listen, check out the Locked On College Football podcast! From NIL deals to never ending conference realignment rumors, Spencer McLaughlin gets you ready for an exciting season on the gridiron! Click HERE to listen now. Part of the Locked On Podcast Network. Your Team. Every Day.

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