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In a bold move to elevate the profile of Big 12 basketball, commissioner Brett Yormark has set his sights on decoupling the conference's television contracts from its football counterpart. With a renewed focus on showcasing the sport's growing appeal, the Big 12 is poised to capitalize on a rapidly evolving media landscape, positioning itself as a trailblazer in the world of collegiate athletics.

Redefining the Big 12 Basketball Narrative

Maximizing Exposure: A Surge in TV Airtime

The Big 12's recent media deals have ushered in a new era of unprecedented exposure for both its men's and women's basketball programs. Yormark proudly boasts that the conference's men's teams will feature a staggering 93 games across linear television outlets, while the women's teams will enjoy 19 games on the same platforms – the most since the 2018-19 season. This surge in television coverage is largely attributed to a sub-licensing agreement between ESPN and CBS, which will see the latter network broadcast 26 men's games on either CBS or the CBS Sports Network, granting these contests a national reach.

Diversifying the Broadcast Portfolio

As the Big 12's current television contracts near their expiration, Yormark has set his sights on expanding the conference's broadcast partnerships. The upcoming six-year extension will allow Fox to secure a larger share of the basketball programming, with the potential for as many as 50 men's basketball games to air on the network. Coupled with the CBS sub-license and the conference's existing relationship with ESPN, the Big 12 is poised to have three major networks at the table through at least the 2026-27 season, ensuring a diverse and robust television presence.

Elevating the Women's Game

The Big 12's television strategy extends beyond the men's game, with a growing emphasis on showcasing the conference's women's basketball programs. While the ESPN-CBS sub-license does not currently include the women's teams, the league's partnership with Fox has expanded, with the network or FS1 set to broadcast five women's games this season. This includes high-profile non-conference matchups, such as Iowa State vs. South Carolina and Baylor vs. UCLA, as well as three conference games, further elevating the visibility of the women's game.

Charting a Course for the Future

As the Big 12's media deals approach their expiration in 2030-31, Yormark is keeping a keen eye on the evolving media landscape, recognizing the potential for a basketball-centric television contract – a feat no major conference has achieved thus far. Drawing inspiration from the Big East's recent 0 million television deal, which equates to approximately .27 million per school, Yormark believes that the growing value of Big 12 basketball can be unlocked through strategic negotiations.

Unlocking the Potential of Big 12 Basketball

Yormark's unwavering belief in the untapped potential of Big 12 basketball has fueled his ambition to decouple the conference's television contracts from its football counterpart. By securing a more favorable deal for the sport, the commissioner aims to capitalize on the growing interest and excitement surrounding the conference's basketball programs, both on the men's and women's sides. As the media landscape continues to evolve, the Big 12's ability to navigate these changes and secure a lucrative, basketball-focused television contract could redefine the landscape of collegiate athletics, setting a new standard for the industry.