The 2026 Big 12 Football Media Days in Frisco, Texas, were a whirlwind of drama, new leadership, and conference initiatives. Here's a breakdown of the key takeaways, with a heavy dose of personal commentary and analysis.
Brendan Sorsby/Texas Tech Drama Dominates
The gambling scandal involving former QB Brendan Sorsby continues to cast a long shadow over Texas Tech. Commissioner Brett Yormark largely sidestepped questions, while coach Joey McGuire addressed it but emphasized moving forward. Reports of tension with other schools and talk of not playing Tech added fuel to the fire. Personally, I think this drama will only intensify as the season progresses, and it's a testament to the league's ongoing struggle for credibility. What makes this particularly fascinating is the potential impact on the team's motivation and performance. In my opinion, the Red Raiders will use this as a rallying cry, and the question remains: can they channel this negative attention into a positive force?
Monster Energy Deal and Branding
The Big 12 secured a major multiyear partnership with Monster Energy, making them the entitlement sponsor for football and basketball regular seasons. This deal, reportedly worth $20 million annually, drew mixed reactions. While it provides a significant revenue boost, some critics argue it's a step towards 'NASCAR-ization'. Personally, I think the conference could have negotiated a better deal. UNLV, for instance, reportedly secured a similar $2 million jersey patch deal. The debate over BYU wearing a Monster patch is also interesting, but it's a moot point since caffeinated soft drinks have been on campus dispensers for years. What this really suggests is the need for the conference to carefully consider its partnerships and the potential impact on its image.
New Coaches in the Spotlight
Four first-time Big 12 head coaches made their debuts, and their handling of media questions was closely watched. Collin Klein (K-State), Jimmy Rogers (Iowa State), Eric Morris (Oklahoma State), and Morgan Scalley (Utah) showcased their leadership skills. Scalley, in particular, stood out for his veteran-like demeanor and positive vibes. This is a fun feature of the conference, and it's interesting to see how these new coaches navigate the challenges of their roles. What many people don't realize is that Scalley's experience with Kyle Whittingham at Utah gives him a unique perspective, and his ability to connect with the media is refreshing.
Texas Tech as the Favorite
Despite the offseason flap, Texas Tech is seen as the preseason favorite by many outlets. However, On3Sports' survey of coaches picked BYU to win the title. The league's lack of an official preseason ranking adds to the intrigue. In my opinion, the conference needs to publish an official ranking to provide clarity and direction. This is a fun aspect of college football, but it also highlights the subjective nature of these predictions.
College Football Playoff Expansion
Big 12 coaches and Yormark reiterated support for a 24-team playoff format. With the conference's 0-2 record in the current 12-team playoff, expansion is seen as crucial for access and revenue. From my perspective, the current format has pigeonholed the Big 12, and a 24-team playoff would be a significant step forward. What this raises a deeper question about is the fairness of the current system and the need for reform.
Deion Sanders and Colorado's Direction
Deion Sanders and the Colorado Buffs drew significant attention, with a focus on getting the team back on track. Sanders' presence alone generates buzz, and the league needs Colorado to be competitive. If Sanders can give the Buffs a kick in the butt, it could be a game-changer. What this suggests is the potential for a dramatic turnaround, and the conference's future could hinge on Colorado's success.
Revenue Gap and Private Equity
Yormark highlighted the conference's growth in sponsorship revenue and strong NFL/NBA draft numbers, but the SEC/Big Ten financial disparity remains a concern. Discussions around capital deals and lines of credit indicate a need for stability. The Protect College Sports Act is a step in the right direction, but it's a wish-upon-a-star deal unless the feds step in. What this implies is the need for a broader agreement between the Big Ten and SEC to level the playing field.
Quarterback Battles and Standout Returners
Attention turned to quarterbacks like Bear Bachmeier (BYU), Julian Lewis (Colorado), Conner Weigman (Houston), Noah Fifita (Arizona), Avery Johnson (K-State), and Devon Dampier (Utah). Their media day presence offered early signals for the season. In my opinion, the team with the hottest QB who avoids injury will have a significant advantage. This is one of the biggest factors in determining the conference's success.
Hot Seat Coaches and Program Outlooks
Questions about job security for coaches like Dave Aranda (Baylor) and Scott Satterfield (Cincinnati) were prevalent. These coaches need to deliver results, and the pressure is on. The transfer portal and changing coordinators are significant factors, and the focus is on player performance and culture. If those don't change or produce, jobs are on the line. It's a reminder that the X's and O's are important, but the Jimmys and Joes matter just as much.
BYU/Utah as Contenders and Conference Parity
BYU and Utah are seen as potential challengers to Texas Tech, with strong reputations as tough competitors. The fact that Texas Tech doesn't play BYU or Utah this year and has a favorable schedule adds to the intrigue. This highlights the conference's parity and the potential for a close race. What this suggests is the need for a strong showing from all teams to maintain the conference's reputation.
