Big 12 Conference expands Global Footprint with Historic London Game
Table of Contents
- 1. Big 12 Conference expands Global Footprint with Historic London Game
- 2. Commercial and Media Backing
- 3. Union Jack Classic Details
- 4. Leveraging NFL’s International Presence
- 5. Big 12’s Global Vision
- 6. The rise of International college Sports
- 7. Frequently Asked Questions
- 8. How does the Big 12’s proactive approach to DEI differentiate it from the Pac-12?
- 9. Big 12 Conference Embraces Expansion Mode with Sponsor Support to Back UK’s Inclusion Efforts
- 10. The Shifting Landscape of College Athletics & Conference Realignment
- 11. UK’s Inclusion Efforts: A Catalyst for Big 12 Support
- 12. Sponsor Interest & Revenue Generation: The Financial Engine
- 13. Expansion Strategy: Beyond Football – A Holistic Approach
- 14. the Role of Data Analytics in DEI & athletic Performance
- 15. Case Study: The Pac-12’s Lessons & The Big 12’s Proactive Stance
- 16. Practical Tips for Universities Implementing DEI Programs
London, England – The Big 12 Conference is poised to make History as it prepares to host its First ever collegiate athletic competition on foreign soil, signaling a Bold move towards International expansion and brand visibility.
Brett Yormark, Commissioner of the Big 12 Conference, has confirmed the full support of the league’s sponsors and media partners for the 2026 Union Jack Classic, scheduled to take place in London.
Speaking from London, Yormark emphasized the enthusiasm surrounding the event, drawing parallels with the success of the 2025 aer Lingus College Football Classic held in Dublin, Ireland. He noted the overwhelmingly positive reception from Irish fans and anticipates a similar atmosphere in London.
Commercial and Media Backing
“Our TV partners love it,” Yormark stated, highlighting the strong ratings the Dublin game received in the United States. “It wasn’t just a city, but a country embracing College Football.” He expressed confidence that London will replicate that enthusiastic embrace.
The Big 12’s commercial partners, many with a global presence, are also supportive, viewing the London game as an chance to extend their partnerships and reach new markets.Yormark confirmed the alignment of media and commercial interests, paving the way for a accomplished international venture.
The big 12 recently finalized extended media rights deals with ESPN and Fox, securing their broadcasting partnerships through the 2030-31 season.
Union Jack Classic Details
The inaugural union Jack Classic will feature a Big 12 divisional matchup between the University of Kansas Jayhawks and the Arizona State University sun Devils at Wembley Stadium, which boasts a capacity of 90,000 spectators. Yormark indicated the league’s intention to make this an annual event.
“We don’t want this to be a one-off,” Yormark asserted. “We’d like to build equity here, similar to what the Jacksonville Jaguars have achieved. If the opportunity arises to continually return to Wembley and engage fans, we will.”
Leveraging NFL’s International Presence
Yormark acknowledged the groundwork laid by the National Football League (NFL), which has hosted games at Wembley Stadium since 2007. He believes the NFL’s established presence has created a receptive audience for American football in the UK.
“In some respects, we’re drafting behind the NFL,” he admitted.”They’ve paved the way. There are 17 million American Football fans here who are highly engaged in the sport.”
Yormark also noted potential crossover appeal with Rugby fans, suggesting a shared interest in the physicality and strategy of both sports.
Big 12’s Global Vision
As assuming his role in 2022,Yormark has prioritized globalization as a key strategic objective for the Big 12. He envisions opportunities for cultural exchange, recruitment, and enhancing the conference’s global profile.
“We think we can win globally,” he stated. “There are short-term goals,like providing our student-athletes with International experiences,and long-term goals,like monetizing International TV rights and developing a following in major European countries.”
College Football rights in the UK are currently held by DAZN as part of a sub-licensing agreement with ESPN.
| Key Partnership | Partner | Details |
|---|---|---|
| Media rights (US) | ESPN & Fox | Extended through 2030-31 |
| Streaming rights (UK) | DAZN | sub-licensed from ESPN, includes Big 12 games |
did You Know? The NFL first played a regular-season game in London in 2007, and the league now hosts multiple games annually at Wembley and Tottenham Hotspur Stadium.
Pro Tip: For brands looking to capitalize on this growing International interest in college sports, sponsorship opportunities with the Big 12 Conference and its universities are poised to become increasingly valuable.
The rise of International college Sports
The Big 12’s move is part of a broader trend of american college sports leagues exploring International opportunities. Factors driving this trend include:
- Increasing demand for American sports content globally
- Opportunities to expand brand awareness and fan bases
- Potential for new revenue streams through International broadcasting and sponsorship deals
Other conferences, like the ACC and SEC, are also actively pursuing International partnerships and events, recognizing the potential for growth beyond the United states.
Frequently Asked Questions
How does the Big 12’s proactive approach to DEI differentiate it from the Pac-12?
Big 12 Conference Embraces Expansion Mode with Sponsor Support to Back UK’s Inclusion Efforts
The Shifting Landscape of College Athletics & Conference Realignment
The Big 12 Conference is actively navigating a period of notable change, marked by strategic expansion and a renewed commitment to inclusivity. This isn’t simply about adding new teams; it’s a holistic approach fueled by increased sponsor interest and a dedication to supporting the University of Kentucky’s (UK) diversity and inclusion initiatives. The recent moves signal a broader trend in college sports – adapting to evolving media landscapes, maximizing revenue potential, and responding to demands for social obligation. Conference realignment, athletic sponsorships, and DEI (Diversity, equity, and inclusion) programs are now inextricably linked.
UK’s Inclusion Efforts: A Catalyst for Big 12 Support
The University of Kentucky has been a vocal leader in promoting diversity, equity, and inclusion within its athletic programs. These efforts,encompassing everything from athlete support services to community outreach,have resonated with Big 12 leadership and,crucially,with potential sponsors.
* Athlete Mental Health Resources: UK has significantly invested in mental health support for its athletes,recognizing the unique pressures they face.
* Academic Support Programs: Targeted programs ensure student-athletes have the resources to succeed academically, regardless of background.
* Diversity in Coaching & Staffing: A conscious effort to increase representation of diverse groups within coaching and administrative roles.
* Community Engagement Initiatives: Programs designed to connect athletes with the Lexington community and promote positive social impact.
These initiatives aren’t just “feel-good” measures; they’re increasingly seen as essential for attracting top talent and maintaining a positive brand image. The Big 12 recognizes this and is actively backing UK’s progress.
Sponsor Interest & Revenue Generation: The Financial Engine
The Big 12’s expansion and support for UK’s inclusion efforts are directly tied to increased sponsor interest. Companies are increasingly prioritizing partnerships with organizations that demonstrate a commitment to social responsibility.
* Increased Media Rights Value: Expansion broadens the conference’s geographic reach and appeal, driving up the value of media rights deals.
* New Sponsorship opportunities: Adding teams creates new markets for sponsors to target.
* Enhanced Brand Reputation: Associating with a conference that champions inclusivity enhances a sponsor’s brand image.
* Corporate Social Responsibility (CSR) Alignment: Sponsors are actively seeking partnerships that align with their CSR goals.
Recent reports indicate a surge in sponsorship inquiries following the proclamation of the conference’s commitment to supporting UK’s DEI programs.This translates to significant revenue gains for the Big 12 and its member institutions. Key sponsors like Nike, Adidas, and under Armour are increasingly factoring DEI performance into their partnership decisions.
Expansion Strategy: Beyond Football – A Holistic Approach
while football often dominates the conversation surrounding conference expansion, the Big 12’s strategy is far more nuanced. The addition of new members is being evaluated based on a range of factors, including:
- Academic Reputation: Maintaining a high academic standard is paramount.
- Market Size & Potential: Expanding into new media markets is crucial for revenue growth.
- Athletic Competitiveness: Adding teams that can compete at a high level across multiple sports.
- Cultural fit: Ensuring new members align with the conference’s values and long-term goals.
- diversity & Inclusion Commitment: A demonstrated commitment to DEI is now a key consideration.
This holistic approach ensures that expansion benefits the entire conference, not just a single sport. The focus is on building a enduring and competitive league for years to come.
the Role of Data Analytics in DEI & athletic Performance
The Big 12 is leveraging data analytics to track the effectiveness of its DEI initiatives and to improve athletic performance. “Big data” (as defined by Larousse) is playing an increasingly significant role in understanding athlete needs, identifying areas for improvement, and ensuring equitable access to resources.
* Tracking Diversity Metrics: Data is used to monitor representation across all levels of the athletic department.
* Identifying Disparities: Analytics can reveal disparities in access to resources or opportunities.
* Personalized Athlete Support: Data-driven insights inform personalized support plans for student-athletes.
* Performance Analysis: Data analytics are used to identify areas where athletes can improve their performance.
This data-driven approach allows the Big 12 to make informed decisions and to continuously improve its DEI efforts and athletic programs.
Case Study: The Pac-12’s Lessons & The Big 12’s Proactive Stance
The recent struggles of the Pac-12 Conference serve as a cautionary tale. A lack of proactive media strategy and a perceived lack of commitment to addressing the evolving needs of its members contributed to its downfall. The Big 12 is actively learning from these mistakes. By embracing expansion, prioritizing sponsor relationships, and investing in DEI, the Big 12 is positioning itself for long-term success. The proactive approach to inclusivity, coupled with a strong financial foundation, differentiates the Big 12 from its former Pac-12 counterpart.
Practical Tips for Universities Implementing DEI Programs
For universities looking to strengthen their DEI initiatives,consider these practical steps:
