Why the ‘Big’ 12 may soon be obsolete

While certainly unorthodox, it’s another sign that conference commissioner Brett Yormark fully intends for the Big 12, or potentially the future Meta 12, to be a major player in college athletics going forward.

As Thamel notes, the deal for the conference’s naming rights could net the Big 12 “hundreds of millions over the course of the deal.”

Yormark previously beat the Pac-12 to the negotiating table for its media rights package, and this latest aggressive move could be just as significant to the conference.

Thamel reported that “a decision is expected in the upcoming months,” so details such as who the Big 12 aligns with — and whether a deal happens at all — are still very much up in the air.

But with the Big Ten (seven years, $7 billion) and SEC (10 years, $3 billion) beginning to cash in on massive media rights deals, the Big 12 adding another source of revenue in the form of its naming rights is an easy way for it to remain competitive in college athletics’ evolving landscape.

In May, the NCAA and the five power conferences reached an agreement to allow universities to pay student-athletes directly.

Considering all the changes in college athletics, from players finally earning their fair share to conference realignment, nothing is as out there as the Big 12 potentially rebranding with a corporate sponsor.

Who knows? This December, there might be the first Dr. Pepper Coca-Cola 12 Championship Game between Utah and Kansas.