The Big 12 is considering entering a lucrative deal for the conference’s naming rights. The frontrunner appears to be Allstate, which has reportedly thrown out the ‘Allstate Big 12‘ or the ‘Allstate 12’ as potential names; however, no name has been inked, and one has to wonder, with the conference now at 16, is there any reason to keep the number 12 in the conference?
There is Value in a Name, but the Big 12 Isn’t the Biggest Name
![If Big 12 Changes its Name, Should They Drop the Number 12? 1 Big 12 Media Days Feature Expansion Talks](https://gridironheroics.com/wp-content/uploads/2022/07/1188233211-1.jpg.0-1-1024x683.jpg)
The SEC, PAC (12), Big 10, and ACC are all big-name conferences that have been around forever and carry much weight. The Big 10 will probably be the Big 20 soon but don’t expect them to change the name from the Big 10 anytime soon. The conference name has been around forever and is synonymous with teams like Michigan, Ohio State, Penn State, and Wisconsin.
The Big 12 doesn’t quite have that prestige. The conference certainly has brand power with its name, but with Texas and Oklahoma now gone, the two clear brands that represented the conference the most, it may not be a bad idea to separate and completely rebrand, including from the number 12.
The Big 12 is also different because, like its conference members, it has changed quite a bit throughout the years.
- Missouri Valley Conference from 1907-1928
- 1928-1948 – Big 6 Conference
- 1948-1959 Big 7 Conference
- 1959-1996 – Big 8
- 1996-Current – Big 12
So, really, the Big 12 has only been known as the Big 12 for 28 years. Compare that to the SEC (1933), Big 10 (1896), or the ACC (1953); it’s easy to see why a name change wouldn’t necessarily be drastic.
Big 12 Commissioner Brett Yormark Isn’t Against a Name Change
![If Big 12 Changes its Name, Should They Drop the Number 12? 2 Brett Yormark at Brooklyn Nets Press Conference](https://gridironheroics.com/wp-content/uploads/2022/06/497205810-1024x536.jpg)
Even before the announcement, the Big 12 was exploring options to rebrand completely with a corporate sponsor; Big 12 commissioner Brett Yormark had already shown interest in rebranding once Utah, Arizona, Arizona State, and Colorado join the conference. Last year at Big 12 Media Days, he shared the following:
“Next year, you will see a brand refresh, which we’re very excited about,” Yormark said. “It’s a refresh. It’s not a logo change, and certainly not a name change.”
While he clearly stated that he was not looking at a name change, his following comments, saying that he was willing to do what he needed to increase revenue for the conference, seemed to at least reopen the possibility of changing the name.
With the announcement this week, it appears that it was intentional to gauge how the college football world would react. The news came across almost as a leak, as opposed to an official announcement by the conference. Yormark and the conference can deny any real conversations or interest if the reaction is negative. If the reaction is positive, then Yormark will likely go forward and make a deal.
Should the Big 12 Drop the Number 12 if Given the Option?
![If Big 12 Changes its Name, Should They Drop the Number 12? 3 Allstate logo, college football, Big 12](https://gridironheroics.com/wp-content/uploads/2024/06/USATSI_22205989_168400517_lowres-1024x683.jpg)
The deal will have much to do with how the conference should be handled. For example, nobody says the Allstate Sugar Bowl; it’s the Sugar Bowl. Nobody says the Valero Alamo Bowl; it is the Alamo Bowl. However, people do say the PopTart Bowl because that is the name of the bowl game.
If the conference is going to be forced to be called a new name with a new logo, such as the Allstate Big 12, then maybe dropping 12 is a good idea and just becoming the Allstate Conference. Or if Nationwide makes a deal, the Nationwide Conference sounds a lot better than the Nationwide 12 Conference, which has 16 teams.
However, if Allstate, or whoever the sponsor is, doesn’t force the programs and others to talk about the conference with the word ‘Allstate’ before, then just keep the name. In other words, if ESPN, FOX, and everyone else are still going to call it the ‘Big 12’, they really should just keep that name – at least for now.
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