The 2026 Big 12 Football Media Days in Frisco, Texas, was a whirlwind of energy drinks, new coaches, and the lingering shadow of a gambling scandal. As an expert observer, I was struck by the conference's determination to chase the Big Ten and SEC, while also grappling with the challenges of a one-bid College Football Playoff (CFP) league. Here's my take on the top stories and the broader implications they reveal.
Brendan Sorsby/Texas Tech Drama: A Never-Ending Story
The gambling scandal involving former Texas Tech quarterback Brendan Sorsby has cast a long shadow over the program. Commissioner Brett Yormark's reluctance to address the issue head-on only added fuel to the fire. Personally, I think this story is a perfect example of how media days can be both a platform for transparency and a breeding ground for speculation. The tension between Texas Tech and other schools, including the threat of not playing the Red Raiders, is a stark reminder of the conference's internal divisions. What makes this particularly fascinating is how the scandal has become a rallying cry for the program, with coach Joey McGuire emphasizing the need to move forward. However, I can't help but wonder if this is a case of damage control or a genuine effort to rebuild trust. In my opinion, the Big 12 needs to take a more proactive approach to addressing these issues, rather than allowing them to fester and divide the conference.
Monster Energy Deal: A Revenue Boost or a Branding Disaster?
The multi-year partnership with Monster Energy has been a topic of much discussion. While the deal brings in significant revenue, it has also sparked debates about the 'NASCAR-ization' of college sports. Personally, I think the Big 12 could have negotiated a better deal, considering the conference's growing popularity and the value of its brand. The fact that UNLV reportedly secured a $2 million jersey patch deal highlights the disparity in revenue distribution. What many people don't realize is that the Big 12's brand is already strong, and the conference should be more selective about its partnerships. In my view, the conference should prioritize deals that enhance the student-athlete experience and the overall integrity of the sport.
New Coaches: Fresh Faces, Familiar Challenges
The debut of four first-time Big 12 head coaches was a highlight of the media days. Collin Klein, Jimmy Rogers, Eric Morris, and Morgan Scalley each brought their unique perspectives to the table. What makes this particularly interesting is how these coaches will navigate the challenges of leading programs in a highly competitive conference. Scalley, in particular, stood out with his veteran-like media handling and positive vibes. However, I can't help but wonder if these new coaches will be able to make a lasting impact in a conference dominated by established powerhouses like Texas Tech and Oklahoma State.
Texas Tech as the Preseason Favorite: A Controversial Choice
The Red Raiders are the defending champions and have strong recruiting and playoff experience. However, the lack of an official preseason favorite list from the conference raises questions about the fairness of such rankings. Personally, I think the Big 12 should have a more transparent process for determining its preseason favorites. The fact that Texas Tech is widely considered the favorite, despite the ongoing drama, highlights the conference's need for a more unified front. In my opinion, the Big 12 should focus on building a stronger foundation for its programs, rather than relying on controversial rankings to boost morale.
College Football Playoff Expansion: A No-Brainer for the Big 12
The desire for a 24-team playoff format is a no-brainer for the Big 12. With the conference's strong metrics and a 0-2 record in the current 12-team playoff, expansion makes sense for access and revenue. However, I can't help but wonder if the CFP committee will be open to such a change. The way the committee has treated the Big 12 in the past suggests that expansion may not be a priority. In my view, the conference should continue to advocate for its interests and push for a more inclusive playoff format.
Deion Sanders and Colorado's Direction: A Make-or-Break Year
The arrival of Deion Sanders at Colorado has generated significant buzz. However, the team's performance will be crucial in determining the conference's future. Personally, I think Sanders needs to give the Buffs a kick in the butt to get them back on track. The league needs Colorado to be good, and the team's instant TV ratings are a testament to its potential. However, I can't help but wonder if Sanders will be able to overcome the challenges of coaching in a highly competitive conference. In my opinion, the Big 12 should support Sanders and provide the resources needed to rebuild the program.
Revenue Gap, Private Equity, and the Protect College Sports Act: A Wish-Upon-a-Star Deal
The SEC and Big Ten's financial disparity has been a topic of discussion at media days. The Big 12's growth in sponsorship revenue and strong NFL/NBA draft numbers are encouraging. However, the conference needs to address the revenue gap to remain competitive. The Protect College Sports Act is a step in the right direction, but it may not be enough. In my view, the Big 12 should explore capital deals and lines of credit to bolster its financial stability. Unless the SEC and Big Ten agree to share some of their advantages, this is a wish-upon-a-star deal that may require federal intervention.
Quarterback Battles and Standout Returners: The X-Factor for 2026
The media days provided early signals for the season, with a focus on quarterbacks like Bear Bachmeier, Julian Lewis, Conner Weigman, Noah Fifita, Avery Johnson, and Devon Dampier. Personally, I think the team with the hottest quarterback who avoids injury will have a huge advantage in 2026. The quarterback position is one of the biggest factors in determining a team's success. However, I can't help but wonder if the Big 12 will see a quarterback revolution this season. In my opinion, the conference should focus on developing its quarterbacks and providing them with the support they need to succeed.
Hot Seat Coaches and Program Outlooks: The X's and O's vs. the Jimmys and Joes
Questions about job security for coaches like Dave Aranda and Scott Satterfield highlight the challenges of leading a program in a highly competitive conference. Personally, I think these coaches are good guys, but they've got to deliver results. The X's and O's are important, but the Jimmys and Joes are just as crucial. In my view, the Big 12 should focus on building a culture of excellence and providing coaches with the resources needed to succeed. Unless players can deliver and the culture changes, jobs are on the line.
BYU and Utah as Contenders: The Conference's Hidden Gems
BYU and Utah are seen as potential challengers to Texas Tech, despite not playing the Red Raiders this year. Personally, I think these schools are underappreciated gems in the conference. They have strong home-field advantages and a reputation for being tough competitors. However, I can't help but wonder if they will be able to overcome the challenges of facing established powerhouses like Texas Tech and Oklahoma State. In my opinion, the Big 12 should recognize the strengths of these programs and provide them with the support needed to compete at the highest level.
