The 2026 Big 12 Football Media Days in Frisco, Texas, served as a pivotal moment for the conference, with a focus on addressing challenges and building momentum. Here's a breakdown of the key takeaways and my personal insights:
Brendan Sorsby/Texas Tech Drama: The gambling scandal involving former QB Brendan Sorsby continues to cast a long shadow over Texas Tech. While Commissioner Brett Yormark sidestepped questions, head coach Joey McGuire addressed the issue, emphasizing a forward-looking approach. The drama has sparked discussions about potential tensions with other schools, raising questions about the conference's future dynamics. I believe this situation will serve as a powerful motivator for the Red Raiders, especially in Lubbock, where the team's resilience will be tested.
Monster Energy Deal: The Big 12 secured a substantial multiyear partnership with Monster Energy, marking a significant revenue boost. While some criticized the 'NASCAR-ization' of the conference, I argue that the Big 12 could have negotiated a more favorable deal. The $20 million annually is a substantial investment, but it's a reminder that the conference must continue to innovate and adapt to the evolving landscape of sports sponsorship.
New Coaches in the Spotlight: The introduction of four first-time Big 12 head coaches brought a fresh perspective to the conference. Collin Klein, Jimmy Rogers, Eric Morris, and Morgan Scalley showcased their leadership skills during media days. Scalley, in particular, stood out with his veteran-like demeanor and positive energy. As a newcomer, he set a high bar for himself and the rest of the conference.
Texas Tech as Preseason Favorite: Despite the offseason flap, Texas Tech remains the defending champion and a strong contender. The Red Raiders' strong recruiting and playoff experience make them a top pick. However, the lack of an official preseason ranking from the league highlights the subjective nature of these predictions. It's a reminder that the Big 12 is a highly competitive conference, and any team can rise to the top.
CFP Expansion: The Big 12's support for a 24-team playoff format is a strategic move. With the current 12-team format limiting the conference's access and revenue, expansion is a logical step. The desire for a larger playoff is a no-brainer, especially considering the conference's metric advantages. It's a testament to the Big 12's ambition and its commitment to providing its teams with the best opportunities.
Deion Sanders and Colorado's Direction: The arrival of Deion Sanders at Colorado has generated significant buzz. His ability to draw instant TV ratings, regardless of performance, is a testament to his charisma and influence. However, the Buffs need a boost to get back on track. Sanders must deliver results to justify the hype, and the league needs Colorado to succeed for the conference's overall growth.
Revenue Gap and College Sports Act: The SEC/Big Ten financial disparity is a pressing issue. Yormark's emphasis on conference growth and support for federal legislation is a step in the right direction. However, a significant challenge lies in convincing the SEC and Big Ten to share their advantages for the betterment of college sports. The 'protect College Sports Act' is a wishful thought unless federal intervention occurs.
Quarterback Battles and Standout Returners: The media days showcased the importance of quarterback play and standout returners. Players like Bear Bachmeier, Julian Lewis, and Devon Dampier are early favorites. The team with the hottest QB who avoids injuries will have a significant advantage. This is a critical factor in the conference's success, and the battle for quarterback supremacy will be a key storyline throughout the season.
Hot Seat Coaches: Questions about job security loomed over coaches like Dave Aranda and Scott Satterfield. The pressure is on these leaders to deliver results, whether through coordinator changes or the transfer portal. The focus on player performance and culture is a reminder that the X's and O's are secondary to the Jimmys and Joes. It's a high-stakes environment, and the conference's future may hinge on these coaches' ability to turn things around.
BYU/Utah as Contenders: BYU and Utah, both strong in 2025, are seen as potential challengers to Texas Tech. Their reputations as tough competitors and strong home-field advantages make them formidable opponents. However, Texas Tech's favorable schedule and high-rated recruiting marks give them an edge. The conference's parity is a testament to its competitiveness, and the battle for the top spot will be intense.
