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With realignment, conference names have increasingly lost their connections to the conferences themselves (the Big Ten and Big 12 have up to 18 and 16 members, respectively). A new development could solve that numbering problem, but at what cost?
Money money money
Who’s excited for the Allstate Conference?
Sponsorships are nothing new in college football, especially during bowl season (Cheez-It Citrus Bowl, Chick-fil-A Peach Bowl… the list goes on). Nowadays, we even see ads on social media from gamers. But last week’s news suggests the sponsorships could go much further.
As reported by Justin Williams of The Athletic, the 12 big and its member schools have had initial discussions about possible private equity investment in the conference and about a possible name change. the entire state (how could we forget the Allstate Sugar Bowl?) is considered the favorite for the latter, with a possible conference name is the Allstate 12 Conference. The discussions are driven by the Big 12’s desire to maximize revenue as they trail the emerging Power 2 Big Ten and SEC in television money, college football playoff payouts and more.
“You wonder why people haven’t done it yet,” Baylor marketing professor Kirk Wakefield told The Athletic about sponsoring conference names. “It’s such an obvious opportunity.” Wakefield runs a research company that studies the impacts of sponsorship on sports leagues and brands, and provided interesting context on why this discussion is happening now and what it could mean for the future of college athletics.
The Big 12 isn’t the only conference exploring its naming options, either. At least three Group of 5 conferences (the American, USA and Mountain West) have also held discussions on the issue, The Athletic’s Chris Vannini reported.
Of course, conferences have changed names in the past, often updating based on membership numbers (the Pac-12 was once the The Big Five, for example). And the Big 12 name is still quite young, having originated in 1994, when the Big 8 merged with the remnants of the Southwestern Conference. But still…
How much would this change bother you? Vote in the poll Until Saturday today. And while we’re on the topic of the Big 12, let’s look at the future of the league title game.
Hit the road?
Photo: Jerome Miron / USA Today
From Sam Khan Jr.’s Big 12 mailbag:
Timothy D.: Do you think the Big 12 football championship should remain in Arlington, Texas, or is the time right to move it with the influx of teams from the West?
Sam: Last year, the conference extended its current contract with AT&T Stadium through the 2030 season, so it looks like it will be in place for the foreseeable future.
As a Texas native, I’m biased and like where it is. It’s an excellent facility that does a good job of hosting and is located in a metropolitan area with two major airports. And Texas State has been an integral part of the Big 12 since its inception and will continue to be so with four of the schools located there.
But I can see the argument for another location, like Allegiant Stadium in Las Vegas, where the 12 big media days will take place next month. It’s a newer venue in an attractive location that’s also used to big events and makes sense with the league’s new western flank. Kansas City, which has long hosted the Big 12 basketball tournament, would also be a good option. but I wonder how open league officials would be to having the conference title game at an outdoor venue. Stadiums with domed or retractable roofs seem to be the preferred option for power conference title games these days.
Personally, a Big 12 championship game at Arrowhead Stadium sounds great to me.
Read the rest of Sam’s Big 12 mailbag here.
Quick Snapshots
A bill that seeks blocking college athletes from employee status It advanced to the House of Representatives last week after a committee voted along party lines (Republicans in favor and Democrats against).
- The bill presents an additional layer to the conversation over compensation for college athletes, which has intensified in the wake of the proposed settlement of the House v. Washington lawsuit. NCAA, but there is still a long way to go before it is passed into law.
Ohio State has had one of the most successful offseasons of any program in the country and currently has the Recruiting Class #1 in the 2025 cycle. Can the Buckeyes maintain that ranking until signing day? Cameron Teague Robinson has more. cheat games by 2024? In addition, a vibration control in Notre Dame. Listen to both discussions on the Until Saturday podcast.
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(Top photo: Jay Biggerstaff/USA Today)
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