The 2026 Big 12 Football Media Days in Frisco, Texas, was a whirlwind of drama, new leadership, and conference initiatives. Here's a breakdown of the top 10 storylines, with a heavy dose of personal commentary and analysis.
Brendan Sorsby/Texas Tech Drama: This gambling scandal involving the former QB is a never-ending saga. Commissioner Brett Yormark dodged questions, and coach Joey McGuire addressed it while emphasizing moving forward. The tension with other schools and potential boycotts add fuel to the fire. I think this drama will only intensify, and Texas Tech will use it as motivation. Lubbock will need all the motivation it can get.
Monster Energy Deal: A major multiyear partnership worth $20M annually makes Monster the entitlement sponsor for football and basketball. While it boosts revenue, some critics argue it's a step towards 'NASCAR-ization'. I believe the Big 12 could have negotiated a better deal. UNLV's $2M jersey patch deal is a prime example. The caffeine debate is moot since caffeinated drinks are ubiquitous on campus.
New Coaches in the Spotlight: Four first-time head coaches made their debuts, including Collin Klein, Jimmy Rogers, Eric Morris, and Morgan Scalley. Their media handling was impressive, but Scalley's experience with Kyle Whittingham sets him apart. I found his positive vibes refreshing, even if they lacked inspiration.
Texas Tech as Preseason Favorite: Despite offseason drama, Texas Tech is the defending champion with strong recruiting and playoff experience. However, On3Sports' survey of coaches picked BYU as the title favorite. I think this is a fun prediction, but it's just that - a prediction. The league's lack of official rankings adds to the intrigue.
CFP Expansion: Big 12 coaches and Yormark support a 24-team format, crucial for access and revenue. The current 12-team playoff has pigeonholed the league with one berth. I completely agree that expansion is a no-brainer, especially given the league's metric advantages.
Deion Sanders and Colorado: 'Prime Time' drew attention to getting the Buffs back on track. QB Julian Lewis and other players generated buzz, but Sanders needs to give the team a kick. The league needs Colorado to succeed, and Sanders' presence is a significant draw.
Revenue Gap and Private Equity: Yormark highlighted conference growth but addressed the SEC/Big Ten financial disparity. Discussions included capital deals and federal legislation for athlete protections. I believe this is a wish-upon-a-star deal unless the feds step in, and the Big Ten and SEC need to compromise for the betterment of college sports.
Quarterback Battles: Media days showcased QBs like Bear Bachmeier, Julian Lewis, Conner Weigman, Noah Fifita, Avery Johnson, and Devon Dampier. The team with the hottest QB who avoids injury will have a huge advantage. I think this is one of the most critical factors in the 2026 season.
Hot Seat Coaches: Questions about job security for coaches like Dave Aranda and Scott Satterfield were prevalent. Their success depends on player performance and culture. I believe it's all about the players and the culture, not just X's and O's.
BYU/Utah as Contenders: Other schools view BYU and Utah as potential challengers to Texas Tech. BYU doesn't play Tech this year, and its schedule is favorable. I think this is a fascinating dynamic, and the league's parity will be an intriguing factor in the upcoming season.
In conclusion, the Big 12 Media Days were a mix of drama, leadership, and strategy. The conference is fighting for credibility and a larger share of the college football pie. As an expert, I believe the league has the potential to thrive, but it will take compromise, innovation, and a bit of luck.
