The Big 12’s Identity Crisis: Energy Drinks, Scandals, and the Fight for Relevance
The Big 12 Media Days in Frisco, Texas, felt less like a kickoff to the college football season and more like a reality TV show—complete with drama, branding deals, and a cast of characters trying to redefine their narratives. As someone who’s followed this conference for years, I can’t help but think: What is the Big 12 trying to be right now?
Let’s start with the elephant in the room: Texas Tech’s gambling scandal. Personally, I think this story is a microcosm of the conference’s larger identity crisis. Yes, the scandal involving former QB Brendan Sorsby is a mess, but what’s more fascinating is how the Big 12 is handling it. Commissioner Brett Yormark sidestepped questions like a politician, while coach Joey McGuire tried to pivot to the future. What this really suggests is that the conference is still figuring out how to balance accountability with the need to move forward. It’s a delicate dance, and frankly, I’m not convinced they’re nailing it.
Then there’s the Monster Energy deal, which feels like the Big 12 trying to scream, “We’re still relevant!” Don’t get me wrong—$20 million annually is nothing to sneeze at. But slapping an energy drink logo on everything from jerseys to courts feels like a desperate grab for attention. In my opinion, this is the conference’s version of a midlife crisis. They’re trading long-term brand integrity for short-term cash, and I’m not sure it’s worth it. What many people don’t realize is that this deal isn’t just about money—it’s about the Big 12 trying to compete with the SEC and Big Ten in a game they’re already losing.
Speaking of competition, the new coaching hires are a bright spot, but they also highlight the conference’s inconsistency. Collin Klein, Jimmy Rogers, Eric Morris, and Morgan Scalley are all fresh faces, but only Scalley feels like a sure bet. From my perspective, the Big 12 is banking on these coaches to inject energy into the conference, but it’s a risky move. What makes this particularly fascinating is how Scalley, despite being a first-time head coach, handled the media like a seasoned pro. If you take a step back and think about it, this could be a turning point for Utah—or just another footnote in the Big 12’s struggle for credibility.
The College Football Playoff expansion talk is another example of the Big 12 playing catch-up. The conference is pushing for a 24-team format, which, let’s be honest, is a no-brainer given their lack of success in the current system. But here’s the thing: the CFP committee isn’t going to hand them more spots just because they asked nicely. This raises a deeper question: Can the Big 12 ever truly compete with the powerhouses, or are they destined to be the underdog?
One thing that immediately stands out is the revenue gap between the Big 12 and the SEC/Big Ten. Yormark’s efforts to close this gap—through sponsorships, private equity, and federal legislation—feel like a Hail Mary. Personally, I think the Big 12 is fighting an uphill battle here. Unless the feds step in, this is a wish-upon-a-star scenario. What this really suggests is that the conference needs to rethink its entire strategy, not just its revenue streams.
Finally, let’s talk about quarterback battles. The 2026 season will likely be decided by which QB stays healthy and performs under pressure. But here’s the kicker: the Big 12’s success isn’t just about individual talent—it’s about the conference’s ability to create a narrative that resonates beyond Texas. A detail that I find especially interesting is how Texas Tech, despite their scandal, is still the favorite. It’s almost as if the conference is saying, “We don’t have time for drama—we need wins.”
In the end, the Big 12 feels like a conference at a crossroads. They’re trying to rebrand, rebuild, and reclaim their place in college football, but it’s not clear if they have the tools—or the vision—to pull it off. From my perspective, the Big 12 needs to stop chasing trends and start defining its own identity. Otherwise, they risk becoming just another conference with a cool energy drink sponsor and a lot of unanswered questions.
