The Big 12 can survive without Oklahoma and Texas, but it will require strategic adaptation and bold initiatives to ensure long-term stability and competitiveness. The departure of these two flagship programs, which have been central to the conference’s identity and revenue generation, presents a significant challenge. However, the Big 12 has already taken proactive steps by adding BYU, UCF, Cincinnati, and Houston. These additions bring strong football programs with dedicated fan bases, expanding the conference’s geographical footprint and market reach. While these teams may not immediately replace the star power and historical significance of Oklahoma and Texas, they offer potential for competitive balance and new rivalries that can rejuvenate the conference.

Financially, the Big 12 must secure new media rights deals that reflect its redefined membership. Leveraging the potential of new markets and competitive matchups will be crucial in negotiations. Partnering with streaming platforms and embracing digital media can enhance visibility and attract a younger audience, providing a modern revenue stream. Additionally, the conference should focus on enhancing its football brand through strategic marketing and emphasizing the competitive parity that can make for unpredictable and exciting seasons.

Investing in facilities and support for member schools can elevate the overall quality of play. Encouraging strong non-conference schedules can improve the conference’s national perception and strengthen its case for playoff consideration. Emphasizing other sports, where the conference holds competitive advantages, such as basketball, can also diversify its appeal and maintain a broad fan base.

Building new traditions and fostering intense rivalries among the new and remaining schools can create a fresh narrative and excitement. Engaging alumni networks and local communities through outreach and events will strengthen fan loyalty and support.

In conclusion, while losing Oklahoma and Texas is a significant blow, the Big 12 can survive and even thrive by embracing new opportunities, strategic expansion, and innovative approaches to media and marketing. By focusing on competitive balance, financial stability, and community engagement, the Big 12 can carve out a strong future in the evolving landscape of college sports.







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