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Why the Big 12 Conference’s revenue gains aren’t translating to payouts

June 8, 2026

By Brent Schrotenboer, USA TODAY: The Big 12 Conference faced a question of survival five years ago after its two biggest football brands decided to leave the league for greener pastures in the SEC:

  • Should the Big 12 stay at eight members and risk losing relevance after the departure of Texas and Oklahoma?
  • Or should it try to stabilize itself by adding four new members from outside the lucrative Power Five conferences — BYU, Central Florida, Houston and Cincinnati?

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