To compete with the Big Ten and SEC, the Big 12 must adopt a multifaceted strategy to enhance its brand and competitiveness. First, strategic expansion is crucial; the recent addition of BYU, UCF, Cincinnati, and Houston broadens the conference's reach and injects new competitive vigor. Further targeting schools in strategic markets, such as Boise State or Memphis, can amplify this effect. Securing lucrative media rights deals and embracing streaming platforms will improve visibility and revenue. Marketing efforts should emphasize the conference's competitive balance and unique narratives, fostering a strong, distinct identity. Investment in football programs, including facilities, coaching, and recruiting, will elevate the quality of play. Encouraging challenging non-conference schedules can enhance national perception and playoff positioning. Leveraging the Big 12's basketball prowess, particularly with programs like Kansas, and promoting successes in other sports will diversify and strengthen the overall brand. Developing and promoting new rivalries among member schools can generate excitement and engagement. Additionally, strong alumni networks and community outreach initiatives can build a robust fan base. Investing in recruitment and player development will ensure competitive excellence, while innovative playing styles can attract broader viewership. The Big 12's approach must be dynamic and comprehensive, focusing on expansion, media visibility, sports excellence, and community engagement to carve out a competitive niche in the evolving college sports landscape. By strategically enhancing its brand through these initiatives, the Big 12 can position itself as a formidable competitor to the Big Ten and SEC, ensuring long-term stability and growth.



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