The narrative that the Big 12 needs teams like BYU, Utah, and Texas Tech to consistently win is based on the conference's post-realignment reality and its need to establish a new identity for the College Football Playoff (CFP) era.

With the departure of longtime pillars Texas and Oklahoma, the conference's national perception now hinges on the success of its remaining mainstays and its high-profile new additions.

Here is a breakdown of why consistent winning from these three programs is considered vital for the Big 12's national relevance:

1. The Need for National "Flagship" Programs

After losing the two biggest brands to the SEC, the Big 12 needs new teams to rise into the national conversation to replace the old narrative.

Texas Tech (The Established Flag-Bearer): As a legacy Big 12 member and the largest university remaining in the state of Texas, the Red Raiders have been aggressively positioned as a potential new flagship program. With significant investment in coaching and recruiting, a winning Tech team is crucial for holding the Texas market and providing the conference with a consistent, high-ceiling contender with a large, passionate fanbase. When Texas Tech is winning and ranked highly, it elevates the entire conference's profile.

Utah (The Immediate Contender): Utah is the most established, physical, and proven program among the former Pac-12 additions. They came into the Big 12 having won multiple Pac-12 championships. If Utah can immediately compete for the Big 12 title, it proves the conference has integrated a top-tier team that can win with an SEC-style physicality—a valuable counter-narrative to the idea that the Big 12 is merely a league of "spread offenses" and "fireworks."

2. Validating the Conference's Expansion Strategy

The Big 12's bold expansion was designed to create depth and geographic reach. Consistent winning validates that strategy.

BYU (The Brand and National Reach): BYU brings a massive, worldwide following and a history of national prominence. For the Big 12, the Cougars' success is a win in national exposure and brand cachet. A highly-ranked BYU team gives the conference a second-pillar program with a unique, passionate fanbase that draws viewers from outside the typical regional footprint. Their early performance, including strong wins, suggests they can immediately compete at the top of the conference, which is essential to the league's credibility.

Creating a "12-Team Playoff" Argument: In the expanded CFP format, the Big 12 needs to argue for multiple at-large bids, not just the league champion. For this to happen, the conference needs to avoid the reputation of "chaos and parity," where the top teams consistently lose to the middle tier. Having 2-3 teams like Texas Tech, Utah, and BYU firmly established in the Top 15/20 creates the necessary weight for a strong argument to get two or more teams into the playoff.

3. Elevating Strength of Schedule (SOS)

In the absence of games against Texas and Oklahoma, quality wins within the Big 12 are paramount.

Strong Marquee Matchups: When Texas Tech, BYU, and Utah are all highly ranked, their head-to-head games become must-see TV and highly valuable wins on a College Football Playoff résumé. If they stumble, those wins become less impressive, and the perception of the conference championship is diminished.

Setting the Ceiling: If these programs can maintain a high ranking and the conference champion beats them, that champion is given a far stronger national profile and a clearer path to a high seed or a crucial at-large bid. In short, they need each other to win to make their own wins matter more.

In the Big 12's new era, the success of Texas Tech, Utah, and BYU is viewed less as a bonus and more as a prerequisite for the conference to be considered on the same competitive tier as the SEC, Big Ten, and a revitalized ACC.

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