Texas and Oklahoma are SEC billboards dominating Big 12 headlines. Can we end this, already?
Let me introduce you to the Big 12, the scorned lover.
It can’t let go, it can’t move on until it gets its last piece of flesh from Texas and Oklahoma — to the detriment of all involved.
If I’m going to be miserable, so are you.
Meanwhile, the only loser in this spiteful game is the same conference that initially lost in the breakup.
“I wouldn’t let Texas and OU in any (Big 12) meetings,” Oklahoma State coach Mike Gundy told reporters Wednesday during Big 12 Media Days.
And he’s exactly right.
Texas and Oklahoma should have nothing to do with the Big 12 on or off the field. They should’ve long ago negotiated a hefty buyout to leave for the SEC, where they’re scheduled to join in 2025.
But because Big 12 presidents weren’t happy about losing their golden media rights egg, because they saw red with green, because they refused to see big picture, the two programs connected in name only are actually damaging a Big 12 brand those very presidents are desperate to salvage.
Case in point: Big 12 Media Days.
The Big 12 is first out of the gate in the annual talking season, alone on the national stage for all to see and selling the who and what of the conference moving forward.
And all they’re talking about is what’s left behind.
Instead of celebrating the remarkable story that is Baylor football, Gundy, the longest-tenured coach in the conference, is complaining about the lover that got away.
They should be zeroing in on a small school, private program (enrollment: 20,000) that was:
— Nearly left behind in the 1990s when the Southwest Conference was absorbed by the Big Eight and became the Big 12 (thanks, Kay Bailey Hutchinson).
— Nearly nearly left behind (again) a decade ago when the last iteration of Big 12 expansion/contraction included four Big 12 teams heading to the Pac-12 before an 11th-hour save from ESPN and Fox.
— Nearly shut down a decade ago after horrific sexual assault allegations within the football program, where multiple players were ultimately convicted.
But Baylor crawled back like it always has. First with coach Matt Rhule cleaning up and setting a foundation, and then with Dave Aranda last season completing the championship rebuild in Year 2 by — I can’t underscore this more — beating Texas and Oklahoma to win the Big 12.
New commissioner Brett Yormark should’ve strolled into AT&T Stadium in Arlington, Texas — essentially home turf of the Longhorns — waved the Big 12 flag proudly and proclaimed that this is the future.
Not the pretty girlfriend the Big 12 has been pining for over the past year.
Not the biggest brand in all of college sports going through its fourth coach in a decade. Not one of the winningest programs in college football history that can’t hold onto its successful head coach.
The sale to prospective television partners is simple: Do you want to hook up with a fresh and forward new brand that wins championships on the field where it matters — or one that constantly proclaims to be “back?”
Welcome to the new, sexy Big 12.
Instead, there’s Gundy saying the quiet words out loud, wondering why in the world Texas and OU are still part of the conference.
“We go to conference meetings, and OU and Texas are in there,” Gundy said. “They’re still in the conference. But I’m guessing when they leave, they’re scratching down things that can help them when they’re in the SEC.”
Gundy says when he first met Yormark, he “jokingly” told him to not let Texas and OU be part of conference meetings. Trust me, knowing the competitive fire of Gundy, there was plenty of truth to what he said.
Multiple sources told SDS in May that Texas and Oklahoma have been part of SEC business meetings since their admittance to the conference. They are equal voices in the SEC’s current debate over conference structure (divisions/no divisions) and format (8- or 9-game conference schedule).
And yes, the presidents of Texas and Oklahoma are also part of SEC expansion plans. Multiple sources told SDS earlier this week that the conference will stick at 16 teams unless forced to move off the spot by a paradigm shift.
Why in the world would the Big 12 want Texas and OU in business meetings and on the field playing against their teams? Every single football telecast of a Texas and Oklahoma game is free advertising for the future SEC — and brand damage control for the Big 12.
How many times must the Big 12 remind everyone that it was flat left by Texas and Oklahoma? When Texas and Oklahoma played in the Women’s College World Series Championship Series in June, it was a 3-hour infomercial for the SEC.
When Texas and Oklahoma advanced to the College World Series, it was another SEC branding moment: 6 of the 8 teams in the CWS were SEC teams.
That was the narrative — not that OU and Texas were part of the Big 12.
That, everyone, is brand damage. That’s not how you sell your product, and not how you clean up and shine for prospective television partners.
This breakup could’ve happened without revenge or malice. The Big 12 could’ve picked up a hefty buyout and let Texas and OU head to the SEC with their media rights in tow.
Instead of getting as much as $50 million (or more) per school in a negotiated buyout that could’ve been divided among the other 8 member institutions, the Big 12 is living with its former love when they’re married to another — and paying them annual media rights ($42 million this past season).
It’s a colossally bad decision by the Big 12 presidents, who should’ve seen this move coming again after Texas and OU nearly left for the Pac-12 in 2011. Just because ESPN and Fox saved the Big 12 with a new media rights deal — and kept Texas, OU, Texas Tech and Oklahoma State from leaving — it didn’t mean the Eyes of Texas (and OU) wouldn’t continue to wander.
The Big 12 made the decision to stand firm because it didn’t want to lose 3 years of media rights money (2022-2024). If Texas and OU left immediately, the annual payout for Big 12 schools would’ve dropped 50 percent. That’s $60 million over 3 years — much less than what they could’ve received from Texas and OU as an exit fee.
Spite, everyone, never wins.
Aranda was speaking at Big 12 Media Days on Wednesday, and was asked how Baylor will move forward this season with a target on its back.
“There’s a saying, ‘Before enlightenment, chop wood and carry water, and after enlightenment, chop wood and carry water,” Aranda said.
Move forward, work hard, find answers.
Enlightenment arrived a year ago for the Big 12. Instead of chopping wood, carrying water and living well, it chose to be miserable.
Instead of the new sexy.
Who cares. I get they are going to be in the SEC but until they are, I could care less what is going on in the B12 or what OUTX are up to…
Agreed, until they run a full SEC schedule, I could care less if SDS ran articles on them everyday.
Lucrix, do you care how OK/TX joining will affect SEC schedules?
Agree with you that the move will happen when it will happen. But if the SEC stays at 8 conference games with 16 teams do you really have a conference?
I think it’s BS for Hayes to call out the B12 prez and by implication, the remaining B12 athletic directors and coaches for the delay in OK/TX leaving.
If anyone person or entity cared about the timing of the move, it or they could write a check. THIS is on OK/TX and not the former partners left behind.
There is no way that the conference will do two 8 team divisions; that would be idiotic.
Must either do the format where each school has its own three team permanent opponents, then they play 6 of the 12 remaining teams every other year. Or they can do the pod system…but I can’t see the sense in any other alternative schedule.
The two eight team division round robin would be the best story in college football this year.
It’s tremendous tune in bait. Every game with Texas and Oklahoma in it will feature the villain against the good guys.
Oklahoma and Texas have a lot of fans that are already scratching their heads after the Baylor 2021. Every ref crew that works their games dare not give them a fifty- fifty call. Etc.
Agreed. SEC writers need to stick to writing about the SEC and stay in their lane. The irony in this piece is it’s actually Hayes who sounds as scorned or more over the Big12 Presidents as he claims Big12 Presidents are over Texas and OU. Get over it already, stick to the SEC Matt.
This is completely relevant to the SEC. Anything related to the Texas/ OU transition is worth writing about.
The Big Xll comments show that they are also ready to move on. That’s news as I now think this changes the equation from “possibly” to “probably” having the transition happening before 2025
Yea I agree, this is actually some of the best writing Hayes has done all year.
Bingo. Not to mention every time they lose you know the opposing teams will talk it up like they beat an SEC school…but that won’t be true until they actually join, so let’s drop it until then.
Why should the rest of the B12 presidents of all people, have seen the move of OK/TX to the SEC coming?
Why should the Pac-10 presidents, of all people, seen SC/UCLA bolting to the B1G and Earl Warren not living up to his word and hand shake deal with the Pac-12?
It’s all about the money. ESPN is a defacto partner of the SEC as is FOX with the B1G.
Want to get poached B12 schools moving sooner rather than later? Have ESPN and the SEC write a big check.
Nothing matters today other than money. No loyalty or sense of ‘brotherhood’ whatsoever. No honor whatsoever. My word? My handshake? ‘Too bad for you sucker! So long and good luck.’
$ is not evil; the love of money is evil.
Matt, if the transfer date of OK/TX bothers you so much, maybe you can write a big check? Maybe Commissioner Warren can write a B1G check?
Obviously, not ‘Earl’ Warren, Commissioner Warren.
Texas and OU are attending Big 12 meetings because for the season that’s about to begin, Texas and OU are still generating about 50% of the money coming into the conference. Why shouldn’t they take part in decision making?
But yeah, a quick resolution is better for everyone. I’d bet the Horns and Sooners are leaving when Cincy, BYU, UCF, and Houston arrive next year.
I think (?) that BYU joins in 2023 and the other 3 join in 2024?
God I just realized we’ll have to see texas fans on these pages now ugh
Anyone else read “brand damage” as “brain damage”? No? Just me, then. Ok.
LOL! OK?
Not sure about the angry comments above. I think this is about right. Hayes is just shining light on something happening in another conference that affects two future members of the SEC — and by association, the SEC as a whole.
Not that the Big 12 asked me, but he’s right. They should do everything they can to make this change happen as quickly as possible. What he forgets is that the SEC isn’t quite ready for Texas and OK yet anyway.
Excellent post. Everything they can? It’s simple, write a check to the B12 and buy your way out.
The 2 teams are leaving for more money but are not willing to spend the money to get where they will make more money?
I see no way that the delay is the ‘fault’ of the left behind B12 presidents.
^^This is the correct take. Sometimes the best answer is the most obvious one and this piece is about 30 or so paragraphs of Hayes missing the obvious.
Yeah that’s correct. I’m sure Texas and OK would love ESPN to pay the buy-out.
You don’t see any tactical work going here? I sure do. The Big 12 should make Tx and Ok as miserable as possible for as long as possible and they should force as big a buyout as possible. Or keep them in pain for as long as possible, it’s just a smart counterattack
I was puzzled when it was first announced, why was it taking so long to change conferences? Nobody wins the longer they stay in place, really.
If the Big Xll doesn’t want Texas & OU to attend the meetings then they should not hold them hostage and they should let them go on and join the SEC. I agree with other comments, it makes sense to make the transition next year when the Big Xll gets their new teams in. Listening to the Big Xll Commissioner’s comments, I bet that’s what will happen. I think now it’s all gamesmanship on buyout $$ etc.
SEC will act like they don’t care if it takes until 2025 but I think both sides benefit to get this transition done sooner rather than later.
Hold hostage? OK and TX voluntarily signed the media rights deal with the B12, no?
Using your analogy, if they are being held hostage the ransom payment is $90M each. Pay up and take off.
The B12 is hurt enough by the departure of these two. Why should the B12 lay down and let OK and TX leave for nothing.
BTW, why poach the 2 schools years in advance of the B12 media deal expiring? I could see it if ESPN/SEC was ready to come with the buy out dollars but that obviously is not the case.
The SEC is as much to ‘blame’ in this situation as is the B12.
It’s the same in the Pac-12. Unless the B1G wants to write the Pac-10 a big check there is no way SC and UCLA will be allowed to leave before the existing grant of rights deal runs out.
All I was saying, is Texas and OU are still members of the Big XII earning Big XII schools a bunch of money and if they are not allowed to attend conference meetings while being members (which is their right as members of the conference) then it’s sort of like The Big XII would be the ones breaching the contact. Everyone on the SEC side has said no change until 2025. But until that time Texas & OU should have say in Big XII meetings OR they should be released from their GOR obligations
“— it didn’t mean the Eyes of Texas (and OU) wouldn’t continue to wander.”
Ha, good one.
Made me think of that meme of the guy looking back while with his own girl lol
Okay matt we are miserable that this is the content you are putting out. Congrats.
I CANNOT WAIT to get these two overrated programs in the SEC…start pinning some L’s on those weak arsed big 12 inflated records.
And if you think Hotty Toddy and Rocky Top get under your skin, wait till you hear that stupid “Boomer Sooner” over and over like a retard with a song stuck in their heads.
Yep, cant wait!
Were you thinking Texas won all it’s league games ?
Does that dumb tune have words beyond “boomer sooner?”
Absolutely hate those two teams, I think most Mizzou fans are stoked to have those clowns at the party.
You left out the part about the girlfriend wrecking the house then leaving.
I mean it really was Texas and OU specifically that blew up the original 12 with all their shenanigans. The first thing Texas will try to do is get the SEC HQ moved to Houston.
They’ll beg A@M to help them screw up the SEC, and guess what A@M just might do it!
Um, I don’t see it. Considering the egos of the original SEC members, I find it interesting the only SEC team to leave the conference was the insects on the flats in Atlanta. I’ve yet to see a threat of any school to LEAVE the SEC. Have you?
Who said anything about leaving the SEC?
Sewanee and Tulane also left
Hayes is on point. Bob Bowlsby is about as coherent as sleepy Joe. He acted like a petulant child when Texas and OU announced their decision, and it will come back to bite the Big 12 teams like Oklahoma State and Texas Tech who base their entire existence on their rivalry with UT and OU.
You have no clue about the history of the B12 do you.
Tigurrr, Texas and OU did nothing to blow up the Big 12. Your Tigurrrs couldn’t take the heat and couldn’t get a Big 10 invite, either.
You are one confused hoggy..
Texas is the reason the Big Xll blew up. It all centered around revenue sharing and the launch of the Longhorn Network. You ought not post on things you know nothing about, just makes you look foolish. Now that the Longhorn Network failed, Texas looking for Greener Pasture$$$. Oklahoma I think was hesitant to join because of their connection with OSU, but didn’t want to miss out and have Texas Tech take their spot in the richest conference in the country.
The best record I’ve seen of the whole thing from start to finish is on Rivals, an article by Gabe DeArmond has a complete timeline with all the relevant events.
just search for “PowerMizzou Zero Trust”
He notes how OU’s Boren held a presser at the same time the Big 12 Presidents announced an initiative to stabilize the Big 12.
Texas and OU aren’t just part of it, they are all over it.
Ugh! Y’all just don’t understand how I hate seeing that baby-poop orange uterus on a helmet when I click on SDS.
Maybe someone can answer this for me; if Texas and Oklahoma were to be locked out of Big12 meetings and decision making would that void their grant of rights and allow them to walk scot free?
Void? No, could it lead to a law suite that greatly reduces their exit fee? I’d have to talk to law tube to answer that but it certianly seems like it might if compounded by multiple other incidences.
The Big12 wins big here. Texas & OU get to battle for 3rd or 4th place in the SEC every year. USC & UCLA get to see snow as opposed to Big Bear snow. The ACC finds out that nobody wants FSU, UM, Clemson or any other ACC team. The Pac 12 that held it’s nose up last year has to grovel this year.
And the Big12 gets a lot more money and doesn’t have to spend a dime..
Agree if Big Xll plays their cards right they will be undoubtedly the #3 best conference behind SEC and Big 10.
This time last year we thought PAC 12 would poach a few of their teams. Now looking like Big Xll will do the poaching out of the PAC 12 and solidify their standing as a respectable conference again. The need to give the Big 10 a huge thank you card!
After reading that again, I realize I’m crazy, they are still the dysfunctional Big Xll they will find a way to screw everything up! lol
In no way shape or form is the leftover PAC + the leftover lil 12 a better conference than the ACC.
It’s as easy as writing a check. Texas has the bucks to pay the buy-out. Oklahoma probably does as well.
As long as OU and Texas are active members of the Big 12 – and the cash cows of the conference I might add – they have a say in conference business.
Is planning for the future vital? Of course. Does it do anyone good to spend this time railing against the shakeup rather than what’s relevant for the upcoming season? No. Anger & bitterness are irrelevant and a waste of time. There’s a new season coming up fast. Let’s focus on what’s happening now, not down the line.
Here is the last word, Oklahoma and Texas somehow imagined that they were a whole football world by themselves. They thought their wins (and loses) came from thin air, not conference members. So they somehow thought it would be ok to propose that Texas have a TV Network that aired all the conference events. And somehow Texas bought enough votes to pass that. Once this happened the Big 12 went into a downward spiral it wasn’t going to get out of….. unless Texas left. Getting rid of Oklahoma at the same time is just Gravy. Interest in B12 football will come back, money will come back, no one will remember OK and TX were ever in there. Texas and Oklahoma will try to win the new NIL game in the SEC. Maybe they will, but every program in the SEC will probably have a professional starting 22 for at least a while, till we get rid of pro football in college
for over 50-years OU and OSU have been a couple – Grundy is hurting because OU took Texas to the prom and left it behind. Reaction – similar to KU when Missouri left. Personally, I would rather have OSU in the SEC, Texas has screwed up every conference they have been in. Do we really believe they have changed who they are?
Absolutely not but I’m looking forward to them being bottom feeders
Please put Mizzou in a division with texas and oklahoma, idgaf about the record, we hate them so much. Horns down