The 2026 Big 12 Football Media Days in Frisco, Texas, was a whirlwind of energy drinks, new coaches, and a gambling scandal that just won't go away. As an expert commentator, I was there to dissect the top stories and provide my insights. Here's my take on the week's events, ranked by prominence of coverage.
Brendan Sorsby/Texas Tech Drama Dominates
The gambling scandal involving former Texas Tech quarterback Brendan Sorsby has cast a long shadow over the program. Commissioner Brett Yormark largely sidestepped questions, while Red Raiders coach Joey McGuire emphasized moving forward. Reports of tension with other schools added fuel to the fire. Personally, I think this story isn't going away anytime soon. It's a complex issue that raises deeper questions about the integrity of college football. What makes this particularly fascinating is how it highlights the tension between tradition and progress in the sport. In my opinion, the Big 12 needs to address this issue head-on to restore its credibility.
Monster Energy Entitlement Deal and Branding
The Big 12 announced a major multiyear partnership with Monster Energy, making them the entitlement sponsor for football and basketball regular seasons. This deal drew mixed reactions, with some praising the revenue boost and others criticizing the 'NASCAR-ization' of the sport. What many people don't realize is that this deal could have been more lucrative for the conference. UNLV reportedly got its own $2 million jersey patch deal, which raises questions about the distribution of revenue. Personally, I think the Big 12 should have negotiated a better deal, and the conference needs to reevaluate its sponsorship strategy.
New Coaches in the Spotlight
Four first-time Big 12 head coaches made their debuts, including Collin Klein (K-State), Jimmy Rogers (Iowa State), Eric Morris (Oklahoma State), and Morgan Scalley (Utah). Their podium appearances and handling of questions were closely watched as a fresh leadership era. What this really suggests is that the Big 12 is embracing change and innovation. However, Utah's Scalley might be considered a veteran due to his tenure with Kyle Whittingham. He certainly handled the media like a vet, and his positive vibes were refreshing if not inspiring. Personally, I think the new coaches bring a fresh perspective to the conference, and their success will be crucial for the Big 12's future.
Texas Tech is the Favorite Despite Offseason Flap
Texas Tech is seen as the clear preseason favorite by many outlets, despite the offseason flap. The Red Raiders have strong recruiting and playoff experience, which makes them a formidable contender. However, the league did not publish an official preseason favorite list or ranking. This raises a deeper question about the objectivity of preseason rankings and the influence of media and coaches' polls. Personally, I think the Big 12 needs to establish a more transparent and fair ranking system to ensure a level playing field for all teams.
College Football Playoff Expansion Talk
Big 12 coaches and Yormark reiterated support for a 24-team format, citing the need for access and revenue. The conference has been pigeonholed with one berth in the current 12-team playoff, which is a no-brainer for expansion. What this really suggests is that the Big 12 needs to advocate for its interests and push for a more inclusive and equitable playoff system. Personally, I think the conference should continue to lobby for expansion and work with the CFP committee to ensure a fairer representation.
Deion Sanders and Colorado's Direction
Deion Sanders and the Colorado Buffaloes drew significant attention, with a focus on getting the team back on track. Sanders really needs to give the Buffs a kick in the butt, and the league needs Colorado to be good. What this raises a deeper question about the role of coaches in rebuilding programs and the importance of stability and consistency in college football. Personally, I think Sanders has the potential to turn the Buffs around, but it will take time and effort. The conference needs to support him and provide the resources necessary for success.
Revenue Gap, Private Equity, and Protect College Sports Act
Yormark highlighted conference growth while addressing the SEC/Big Ten financial disparity. Discussions included capital deals, lines of credit, and support for federal legislation providing athlete protections and stability. Unless the Big Ten and SEC agree to let go of some advantages for the betterment of the college game, this is a wish-upon-a-star deal. What this really suggests is that the Big 12 needs to advocate for its interests and push for a more equitable distribution of revenue. Personally, I think the conference should continue to lobby for federal legislation and work with other conferences to create a more stable and sustainable model for college sports.
Quarterback Battles and Standout Returners
Attention was on quarterbacks like those from BYU, Colorado, Houston, Arizona, K-State, and Utah. The team with the hottest QB who avoids injury will have a huge advantage in 2026. This is one of the biggest factors in determining the success of a team. Personally, I think the quarterback position is crucial for any team's success, and the Big 12 needs to focus on developing and nurturing top talent.
Hot Seat Coaches and Program Outlooks
Questions for coaches like Dave Aranda (Baylor) and Scott Satterfield (Cincinnati) about job security were plenty. These guys are good guys, but they've got to deliver. From changing coordinators to a dash for the transfer portal, it really boils down to what players can do and the culture. If those don’t change or produce, jobs are on the line. It isn’t the X’s and O’s but the Jimmys and Joes. Personally, I think the Big 12 needs to support its coaches and provide the resources necessary for them to succeed. The conference should also focus on developing a strong culture and fostering a sense of community among its teams.
BYU/Utah as Contenders and Conference Parity
Other schools see the Utah schools (both strong in 2025) as potential challengers to Texas Tech, considering their reputations as tough competitors with great home-field advantages. Texas Tech doesn’t play BYU or Utah this year and has an extremely favorable schedule. Personally, I think the Big 12 needs to focus on conference parity and ensure that all teams have a fair chance to compete. The conference should also work on developing a more balanced schedule to ensure that all teams have a chance to succeed.
In conclusion, the 2026 Big 12 Football Media Days was a fascinating week of energy drinks, new coaches, and a gambling scandal. As an expert commentator, I provided my insights and analysis on the top stories, highlighting the conference's challenges and opportunities. The Big 12 needs to address its issues head-on and work towards a more equitable and sustainable model for college sports. The future of the conference depends on its ability to adapt and innovate in a rapidly changing landscape.
