The Big 12 has undergone numerous changes over the years. After losing two of its biggest brands to the SEC, the conference successfully navigated realignment to become a 16-team league for the 2024-25 season. The conference may have a new name in the future, and not because of the number of member schools.

College football insider Brett McMurphy and others are reporting that the Big 12 is looking into potentially selling its naming rights to a title sponsor. McMurphy noted that a title sponsor, such as Allstate (Big Allstate Conference, Allstate 12 Conference) could generate $30-50 million annually for the conference.

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As one might expect, the news is generating some amusing takes and reactions from the college sports community on social media.