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 wars, and a cast of characters vying for the spotlight. As someone who’s watched this conference navigate its existential crisis for years, I can’t help but think: This is peak Big 12. It’s a league that’s simultaneously fighting for credibility and embracing its chaos. Let’s break it down.
The Texas Tech Hangover: When Scandals Don’t Fade
One thing that immediately stands out is how the Brendan Sorsby gambling scandal continues to cast a shadow over Texas Tech. Personally, I think this story is a microcosm of the Big 12’s larger identity struggle. Yes, it’s a scandal, but what’s more fascinating is how the conference handles it. Commissioner Brett Yormark sidestepped questions, while coach Joey McGuire tried to pivot to the future. What this really suggests is that the Big 12 is still figuring out how to balance accountability with the need to move on. It’s a league that wants to be taken seriously but often gets bogged down by its own messiness.
What many people don’t realize is that this scandal isn’t just about Texas Tech—it’s about the conference’s reputation. If you take a step back and think about it, the Big 12 is already fighting an uphill battle for respect in the era of superconferences. Scandals like this only add fuel to the fire.
Monster Energy: A Branding Play or a Sellout?
The $20 million Monster Energy entitlement deal is a head-scratcher. On the surface, it’s a massive revenue boost for a conference that desperately needs it. But, in my opinion, it’s also a symbol of the Big 12’s willingness to sacrifice its identity for cash. The “NASCAR-ization” critiques are spot-on—jersey patches, field branding, and the “Monster Energy Big 12” moniker feel like overkill.
What makes this particularly fascinating is the irony of BYU, a school with a caffeine-free campus culture, now sporting a Monster patch. It’s a detail that I find especially interesting because it highlights the tension between tradition and commercialization in college sports. If the Big 12 wanted to be taken seriously, they should’ve negotiated a better deal. UNLV got $2 million for a jersey patch—why couldn’t the Big 12 command more?
New Coaches, Same Old Questions
The debut of four new head coaches—Collin Klein, Jimmy Rogers, Eric Morris, and Morgan Scalley—was a bright spot. But let’s be real: this is a league where coaching turnover is as predictable as the Texas heat. What this really suggests is that the Big 12 is in a constant state of reinvention. Scalley, in particular, stood out for his veteran-like poise, but I can’t help but wonder if these new faces will be enough to shift the narrative.
From my perspective, the Big 12’s coaching carousel is a symptom of its instability. The conference needs sustained success, not just fresh faces. Until they can consistently compete with the Big Ten and SEC, these coaching changes will feel like rearranging deck chairs on the Titanic.
The CFP Expansion Dream: A Hail Mary?
The Big 12’s push for a 24-team playoff is both desperate and necessary. With a 0-2 record in the current 12-team format, the conference is clearly frustrated. Personally, I think this is a no-brainer—expansion would give the Big 12 more opportunities to prove itself. But here’s the kicker: the CFP committee has already marginalized the conference with just one berth.
What many people don’t realize is that this isn’t just about access—it’s about survival. The Big 12 needs to close the revenue gap with the Big Ten and SEC, and playoff expansion is one way to do it. But if you take a step back and think about it, this feels like a wish-upon-a-star scenario. Unless the feds step in with legislation, the Big 12 is fighting an uphill battle.
The Quarterback Factor: 2026’s Wild Card
The quarterback battles this season are a reminder that college football is still a game of Jimmys and Joes, not X’s and O’s. Bear Bachmeier, Julian Lewis, Conner Weigman—these names could define the season. What makes this particularly fascinating is how much the Big 12’s fate hinges on individual performances.
In my opinion, the team with the healthiest, hottest quarterback will have a massive advantage. It’s a detail that I find especially interesting because it underscores the conference’s lack of depth. The Big 12 isn’t a league of powerhouse programs—it’s a collection of teams hoping their star player can carry them to glory.
The Bigger Picture: A League at a Crossroads
If there’s one takeaway from the Big 12 Media Days, it’s this: the conference is still searching for its place in the new college football landscape. From scandals to branding deals to playoff dreams, every move feels like a gamble. What this really suggests is that the Big 12 is caught between its past and its future.
Personally, I think the conference needs to embrace its chaos. The Big 12 will never be the SEC or the Big Ten, and that’s okay. What it can be is a league that thrives on unpredictability, on underdog stories, and on the kind of drama that makes college football so compelling.
This raises a deeper question: Can the Big 12 survive by being unapologetically itself? Only time will tell. But one thing’s for sure—this conference will never be boring.
