The Big 12 Football Media Days, a two-day event in Frisco, Texas, served as a captivating preview to the upcoming college football season. With the league's future at stake, the media spotlight shone on various storylines, from coaching changes to revenue disparities and playoff expansion talks. Here's a breakdown of the key narratives that emerged.
The Brendan Sorsby Scandal and Texas Tech's Response
The gambling scandal involving former Texas Tech quarterback Brendan Sorsby loomed large over the media days. While commissioner Brett Yormark sidestepped questions, Red Raiders coach Joey McGuire emphasized moving forward. The incident has cast a shadow over the team, but it seems they're using it as motivation, a tactic that could prove effective given their strong recruiting and playoff experience.
Monster Energy Enters the Big 12
A major development was the announcement of a multi-year partnership with Monster Energy, which will become the entitlement sponsor for football and basketball regular seasons. The deal, reportedly worth $20 million annually, includes jersey patches and field/court branding. While some critics have likened it to 'NASCAR-ization', the revenue boost is significant. However, I believe the Big 12 could have negotiated a better deal, especially considering UNLV's $2 million jersey patch agreement.
New Coaches and Fresh Leadership
The media days marked the debut of four new Big 12 head coaches: Collin Klein (K-State), Jimmy Rogers (Iowa State), Eric Morris (Oklahoma State), and Morgan Scalley (Utah). Their podium appearances were closely watched, with Scalley standing out for his media savvy and positive vibes. His experience as an assistant under Kyle Whittingham gives him an edge, and he seems to be a refreshing addition to the league.
Texas Tech's Favoritism and Playoff Expansion Talk
Despite the offseason flap, Texas Tech is the favorite to win the league, according to many preseason outlets. The league's support for a 24-team playoff format is notable, especially given their 0-2 record in the current 12-team playoff. Expansion could provide much-needed access and revenue, but the CFP committee's current stance seems to disadvantage the Big 12.
Deion Sanders and Colorado's Revival
'Prime Time' Deion Sanders drew significant attention, with coverage focusing on his efforts to revive the Colorado program. QB Julian Lewis and other players generated buzz, but Sanders needs to deliver a strong performance to boost the league's standing.
Revenue Disparities and Athlete Protections
Yormark highlighted the conference's growth in sponsorship revenue and strong draft numbers, but the financial disparity with the SEC and Big Ten remains a concern. Discussions included capital deals and support for federal legislation to protect athlete rights. Unless the larger conferences agree to level the playing field, the Big 12's future looks uncertain.
Quarterback Battles and Key Returners
Media attention was on quarterbacks like Bear Bachmeier (BYU), Julian Lewis (Colorado), Conner Weigman (Houston), and others. Their performances at media day offered early insights into the season. The team with the hottest quarterback who avoids injury will have a significant advantage, making this position crucial.
Hot Seat Coaches and Program Outlooks
Coaches like Dave Aranda (Baylor) and Scott Satterfield (Cincinnati) faced questions about their job security. While they're respected, their programs need to deliver results. As the saying goes, it's not about X's and O's but about the players and the culture they bring.
BYU and Utah as Contenders
Other schools view BYU and Utah as potential challengers to Texas Tech, given their strong 2025 performances and tough home-field advantages. However, Texas Tech has an extremely favorable schedule this year, which could work in their favor.
In conclusion, the Big 12 Football Media Days offered a glimpse into the league's future, with a mix of challenges and opportunities. The league's ability to navigate these issues will be crucial in determining its credibility and competitiveness in the coming season.
