Since Brett Yormark took over nearly two years ago, the Big 12 Conference has been known for being one of the loudest and most outspoken conferences. Whether expanding the conference, looking to host events nationally (and internationally), exploring deals with private equity firms, or renaming the conference completely, Yormark has not shied away from new ideas.
One topic discussed a lot is the idea of a conference rebrand.
Conference Rebrand Makes a Lot of Sense
The Big 12 has a lot of history. However, one of its main themes is the conference where teams are taken away from. Colorado, Nebraska, Missouri, and, as of today, Texas and Oklahoma are all teams that were seen as legacy Big 12 members and decided to leave.
Today, the conference is solid but is a hodgepodge of teams from different conferences. Here is where every team’s journey has taken them in the last 15 years. Keep in mind, in that same time span, the SEC, Big 10, and ACC members have, for the most part, stayed the same (until today).
- Arizona – Pac-12 – Big 12
- Arizona State – Pac-12 – Big 12
- Baylor – Big 12
- BYU – Mountain West – Independent – Big 12 (2022)
- Cincinnati – Big East – American – Big 12 (2022)
- Colorado – Big 12 – Pac-12 – Big 12
- Houston – CUSA – American – Big 12 (2022)
- Iowa State – Big 12
- Kansas – Big 12
- Kansas State – Big 12
- Oklahoma State – Big 12
- TCU – Mountain West – Big 12
- Texas Tech – Big 12
- UCF – American – Big 12 (2022)
- Utah – Mountain West – Pac-12- Big 12 (2024)
- West Virginia – Big East – Big 12
Of the 16 teams currently in the Big 12, only seven have been in the Big 12 for over 15 years. The other nine teams have spent time in other conferences. No other Power conference can say that. So, if there are more teams from the outside, why not make a new name and brand that fits the new league?
Break Away From Texas and Oklahoma
Texas and Oklahoma were the biggest names in the Big 12. There aren’t and likely will never be two teams in the conference that will match the prestige and national respect those two gained. That being said, sometimes, you’ve got to break away to gain respect.
As long as the Big 12 is the Big 12, they will always be associated with the conference that Texas and Oklahoma left. Right now, that may not be the worst thing, but a few years later, when people talk about the conference, they want to be separate and successful independently of Texas and OU.
The Big 12 without Texas or OU: pic.twitter.com/LZrA8RD2Wb
— Tarik D. LaCour (@heirofdennett) June 13, 2024
Big 12 May Already Be Rebranding (Quietley)
Brett Yormark and ‘quiet’ may not be exactly synonyms of each other, but the Big 12 may already be doing things to rebrand from the traditional Big 12 slowly. The first thing that sticks out is the new naming rights deal that the conference is exploring. Whether it becomes the ‘Allstate 16‘ or the ‘Buccee’s Truck Stop Conference’ (sorry, Utah fans, I had to), a corporate sponsor would be an innovative and lucrative way to send a message saying, “We don’t need Texas or OU to survive.”
Additionally, another observation I made is that many Big 12 teams are changing up their uniforms. Today, both BYU and Texas Tech announced new uniforms, with BYU paying homage to the 1996 season and Texas Tech completely rebranding. Last week, TCU and Baylor debuted new threads.
Six of 16 Big 12 teams have all debuted new uniforms and have a very clean and classic look. There is a real chance we could see another one or two by the end of the week. It’s almost like they are sending a message of returning to a time when college football was about the game and having fun and less about the NIL, transfer portal, and drama that is abundant in today’s game. Of course, that isn’t the actual truth of the conference, but if, at least for 3 hours a week, fans can be taken back to their childhood watching their favorite team play, that’s a win.
The day has come.@adidas, let’s rip off that tape! 🤝#WreckEm x #TeamAdidas pic.twitter.com/O9vPaaWyaZ
— Texas Tech Red Raiders (@TechAthletics) July 1, 2024
BYU unveils throwback uniform similar to one worn in 1996 to honor 100 years of Cougar football. Thoughts?https://t.co/MEyF7MmcXp pic.twitter.com/p1jOe2hbJR
— SuperWest Sports (@SuperWestSports) July 1, 2024
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