The world of college sports is a fascinating arena, and today we're diving into the intriguing narrative of the Big 12 Conference. This conference, often referred to as the 'Little Engine That Could' of college sports, has an interesting story to tell, and it's one that's worth exploring beyond the surface.
The Big 12's Bold Claims
Big 12 Commissioner Brett Yormark is a man of many words and an even bigger personality. His recent comments at the conference media days were a perfect example of his unique brand of leadership. Yormark, with his natural salesmanship, has an uncanny ability to make bold claims and sell the Big 12 brand, even if it's a bit of a stretch.
One of his recent statements was about the competitiveness of the Big 12, claiming it to be the deepest and most competitive conference in the country. Now, this is a bold statement, especially considering the league's recent performance in the College Football Playoff. With a 1-8 record since the playoff's inception, it's hard to argue that the Big 12 is dominating the field.
The Power of Branding
What makes this particularly fascinating is the Big 12's recent partnership with Monster Energy. For a reported $20 million a year, the conference has linked itself to a brand that's a major sponsor of the UFC. It's a bold move, and one that shows the conference's willingness to take risks and step into the future of branding.
However, it's not just about the money. The partnership also brings a certain energy and excitement to the conference, which is something Yormark is keen on leveraging.
The Little Engine's Journey
The Big 12's journey is akin to that of the little engine in the children's book. It's a story of perseverance and an underdog spirit. Despite the challenges and the naysayers, the conference is determined to make its mark.
A Step Towards Relevance
In my opinion, the Big 12's efforts to stay relevant are commendable. They're not sitting idly by, and their international games, including the historic match at Wembley Stadium, are a testament to that. It's a step towards becoming a globally relevant conference, as Yormark envisions.
The ACC Comparison
When we compare the Big 12 to its fellow 'little brother,' the ACC, we see a conference that's not afraid to take risks and make bold moves. While the ACC might have had its own share of blunders, the Big 12 is consistently in the headlines, mostly by design.
The Power of Publicity
The Brendan Sorsby saga, for instance, kept the conference in the spotlight. Even though it was a week of PR dysfunction, it highlighted the conference's ability to stay relevant and generate interest. All publicity, as they say, is good publicity, and the Big 12 seems to have embraced this philosophy.
A Mountain to Climb
However, the road to real-world relevance is a tall order. Despite the Monster Energy partnership and the international games, the conference still has a long way to go to prove its supremacy. The symbolic mountain of relevance is a challenging climb, and the Big 12's little engine is going to have to chug a lot harder to reach the summit.
Final Thoughts
The Big 12's story is an intriguing one, and it's a testament to the power of branding and the underdog spirit. While the conference might not be at the top of the mountain yet, its journey is an inspiring one, and it's a story worth following. So, let's keep an eye on this little engine and see how far it can go.
