Booming Big 12 Brand

At a time of historic shifts and uncertainty in realignment across the country, the Big 12 Conference has flipped the tables once again, adding four additional schools for the 2024-25 academic year: Colorado, Arizona, Arizona State and Utah.

The conference will enter the 2024-25 season as one of the most elite conferences in the country, with 16 member schools spanning 10 states with more than 89.6 million inhabitants.

“It has been quite a two-year journey for the Big 12,” said Mack B. Rhoades, IV, Baylor vice president and director of intercollegiate athletics. “With the previous addition of Colorado and recent announcement of Arizona, Arizona State and Utah joining the Big 12, we’ve added four significant brands and outstanding universities.”

The addition of these four institutions comes at a time of tremendous excitement and growth for the Big 12, entering the 2023-24 season with newcomers BYU, UCF, Cincinnati and Houston.

“The Big 12 is among the strongest conferences in the nation,” Rhoades said. “These universities bring a long legacy of NCAA Championship appearances, conference titles and national championships across all sports.”