Big 12 is quietly changing its brand identity. Is this a good move?

Since Brett Yormark took over nearly two years ago, the Big 12 Conference has become known as one of the loudest and most outspoken conferences. Whether it’s expanding the conference, organizing national (and international) events, exploring deals with private equity firms, or completely renaming the conference, Yormark has not shy away from new ideas.

A much-discussed topic is the idea of ​​a rebrand for the conference.

Conference rebranding makes a lot of sense

The Big 12 has a lot of history. One of the major themes, however, is the conference that teams are being dropped from. Colorado, Nebraska, Missouri, and, as of today, Texas and Oklahoma are all teams that were seen as older Big 12 members and decided to leave.

Today the conference is solid, but is a hodgepodge of teams from different conferences. This is where each team’s journey has taken them over the past 15 years. Keep in mind that during that same time period, the SEC, Big 10, and ACC affiliates have largely remained the same (to this day).

• Arizona – Pac-12 – Big 12
• Arizona State – Pac-12 – Big 12
• Baylor – Big 12
• BYU – Mountain West – Independent – ​​Big 12 (2022)
• Cincinnati – Big East – American – Big 12 (2022)
• Colorado – Big 12 – Pac-12 – Big 12
• Houston – CUSA – American – Big 12 (2022)
• Iowa State – Big 12
• Kansas – Big 12
• Kansas State – Big 12
• Oklahoma State – Big 12
• TCU – Berg West – Big 12
• Texas Tech – Big 12
• UCF – American – Big 12 (2022)
• Utah – Mountain West – Pac-12- Big 12 (2024)
• West Virginia – Big East – Big 12

Of the 16 teams currently in the Big 12, only seven have been in the Big 12 for more than 15 years. The other nine teams have spent time in other conferences. No other power conference can say that. So if there are more outside teams, why not create a new name and brand that fits the new league?

Break away from Texas and Oklahoma

Texas and Oklahoma were the biggest names in the Big 12. There are and probably never will be two teams in the conference that can match the prestige and national respect that these two have earned. That said, sometimes you have to distance yourself to gain respect.

As long as the Big 12 remains the Big 12, they will always be associated with the conference that Texas and Oklahoma left. That might not be the worst thing right now, but a few years down the road, when people talk about the conference, they want to be separate and successful, independent of Texas and OU.

The Big 12 without Texas or OU: pic.twitter.com/LZrA8RD2Wb

— Tarik D. LaCour (@heirofdennett) June 13, 2024

Big 12 may already be getting a rebranding (Quietley)

Brett Yormark and “quiet” may not exactly be synonymous, but the Big 12 may already be slowly creating a new image from the traditional Big 12. The first thing that stands out is the new naming rights deal the conference is exploring. Whether it ends up being the “Allstate 16” or the “Buccee’s Truck Stop Conference” (sorry, Utah fans, I had to do it), a corporate sponsor would be an innovative and lucrative way to send a message that says, “We don’t need Texas or OU to survive.”

Additionally, another observation I’ve made is that many Big 12 teams are changing their uniforms. Today, both BYU and Texas Tech announced new uniforms, with BYU paying tribute to the 1996 season and Texas Tech receiving a complete rebrand. Last week, TCU and Baylor debuted new threads.

Six of the 16 Big 12 teams have all debuted new uniforms and they all have a very clean and classic look. There’s a real chance we’ll see one or two more by the end of the week. It’s almost as if they’re sending a message of a return to a time when college football was about the game and having fun, and less about the NIL, the transfer portal, and the drama that abounds in today’s game. Of course, that’s not the true truth of the conference, but if fans can go back to their childhoods for at least three hours a week while watching their favorite team play, that’s a win.

The day has come.@adidasLet’s get that tape off! 🤝#WreckEm X #TeamAdidas photo.twitter.com/O9vPaaWyaZ

— Texas Tech Red Raiders (@TechAthletics) July 1, 2024

BYU unveils a throwback uniform, similar to the one worn in 1996, in honor of 100 years of Cougar football. Thoughts?https://t.co/MEyF7MmcXp photo.twitter.com/p1jOe2hbJR

— SuperWest Sports (@SuperWestSports) July 1, 2024

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