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HOUSTON, Texas (KTRK) — Significant developments are underway in college athletics, potentially leading to a substantial financial windfall.
According to ESPN, the Big 12 Conference, affiliated with sister network, is actively exploring the sale of naming rights to a title sponsor. This branding opportunity is projected to be valued at hundreds of millions of dollars and could involve rebranding the conference with the sponsor’s name, thereby potentially removing “Big” from Big 12. If finalized, schools like the University of Houston, Baylor, Texas Tech, and TCU could be competing in a renamed league, such as “The Disney 12.”
Kelvin Sampson, head coach of the Houston Cougars men’s basketball team, commended Big 12 Commissioner Brett Yormark for his innovative approach to generating revenue.
“Just as schools are tasked with finding new sources of funding, so too is Brett Yormark,” Sampson remarked during a Zoom session on Thursday. “As commissioner of the Big 12, he faces significant challenges in today’s environment. That’s why I’m optimistic about the Big 12. Brett Yormark thinks creatively and is exploring fresh ideas to ensure our competitiveness. We can’t afford to let the SEC and the Big 10 pull too far ahead. We must find ways to stay competitive.”
ESPN’s report indicated that the Big 12 has been evaluating the option of selling naming rights for the past six months and anticipates reaching a decision in the near future.
Furthermore, as initially reported by CBS Sports, the Big 12 has been in talks with private equity firm CVC Capital Partners regarding a potential investment stake in the league, ranging between 15% and 20%. Sources confirmed to ESPN that this arrangement could inject up to $1 billion into the Big 12, marking a significant and unprecedented private equity investment in college sports.