Big 12 board rejects Memphis' $200 million, no strings bid to join conference

July 22, 2025
The Big 12 Conference has rejected a proposal to add a new school to its conference.

According to the Commercial Appeal ― part of the USA TODAY Network ― Memphis officials have acknowledged they put together a bid to join the Big 12 Conference in the latest college football realignment move.

https://www.usatoday.com/story/sports/ncaaf/2025/07/22/me... /

What I can't understand is the desire to go all-in when combined with a large immediate financial sacrifice by making the move over the longer haul it will exhaust the donor base trying to keep up with buying the players. Its not specific to this situaiton either, the entire college sport landscpe is about to go over a cliff from rising costs.

Maybe Memphis has inside info on the future of the AAC. Several of their members could fit nicely with the Sun Belt East. They don't want to be the last one standing in musical chairs.

They have to be jealous of UC, UCF, and Houston. I'm sure they thought of themselves as the Big 4 instead of the Big 3.

Memphis can join UC, UCF and Houston in the second division of the Big 12. Twenty years ago moving up all that was required is taking that extra TV money to level up your coaching staff to compete. That revenue today has to go out to the players and NIL is limited by brand power. Memphis by giving up its revenue to join was dooming itself to the Big 12 basement.

Once you move beyond the MAC level the cost of athletics starts to outweigh the benefits. In the MWC they spend a lot more money for very little additional exposure so surprised NIU was willing to go for it.

In this metaphor, what's the MAC? The guy wearing a conductors hat in his basement playing with a model of the train?

Can't fault Memphis for trying to make something happen.

Joining the Big 12 in of itself doesn't elevate a program that much exposure wise. To illustrate what I'm talking about compare the TV windows Cincinnati had in the Big 12 last year to what Memphis had in the AAC. Cincinnati had a game against Colorado on ESPN and one on FOX against Iowa St during the regular season. Memphis played itself into additional exposure scheduling Florida St early in the season and then ESPN against Tulane in the AAC championship game then playing West Virginia on ESPN in a bowl.

My point here is if the marketing value of athletics is tied to TV windows entry level membership in a P4 will provide 2 upgraded TV windows or so during the regular season. Is it worth selling out your university to athletics for? Are you as well off dominating the level your program is playing on?

Cincinnati 2024

Towson ESPN+
Pitt ESPN2
Fiami ESPNU
Houston FS1
Texas Tech ESPN2
UCF ESPN2
Arizona St ESPN+
Colorado ESPN
West Virginia FS1
Iowa St FOX
Kansas St ESPN2
TCU ESPN+


Memphis 2024

North Alabama ESPN+
Troy ESPNU
Florida St ESPN
Navy CBS Sports
Middle Tennessee ESPNU
USF ESPN+
North Texas ESPNU
Charlotte ESPNU
UTSA ESPN2
Rice ESPN2
UAB ESPN2
Tulane ESPN
West Virginia ESPN

The only caveat I'll add to your reply is that it's no longer about subscriptions because ESPN isn't getting the fees from the cable box and satellite subscriptions the way they used to due to a high percentage of the country moving to streaming. More or less now it's about branding, and if the perceived value of your brand (in this case Memphis or Cincinnati) raises the profile of the conference you're aiming for.

When the SEC poached Texas and Oklahoma it wasn't about subscriptions, it was about branding. And having two of the biggest brands on your roster brought the eyeballs, no matter what they were subscribed to.

Subs aren't totally dead and don't forget the skinny bundles. ESPN is trotting out a $30 per month skinny bundle. Brand though is key winning in whatever conference you're in. All the NIL valuations are worth more at the bluebloods. Second division in the Big Ten or SEC and you might as well be playing FCS with no chance to win a conference title.