‘Overlooked’ Big 12 Has Quietly Succeeded During Men’s March Madness

In-Depth Analysis

## In-Depth Analysis

The Big 12's journey in the 2025 NCAA tournament was a testament to its depth, even if it didn't match the sheer volume of bids secured by the SEC (14). The conference started the season with high expectations, placing a record five teams in the AP preseason top 10. While some teams like Kansas underperformed relative to initial hype, others like Texas Tech and BYU exceeded expectations, complementing the strong performance of No. 1 seed Houston.

A significant factor in this year's success was conference realignment. Houston, Arizona, and BYU – all relatively new members – made impressive runs. Houston's journey to the Final Four was particularly notable, showcasing their sustained excellence under coach Kelvin Sampson since joining from the AAC. Commissioner Yormark explicitly credited expansion for making the conference "deeper and, in fact, stronger" specifically in men's basketball.

Financially, the tournament success translates to significant revenue through NCAA "units," awarded for each game played. The Big 12 earned 20 units (worth approx. $2 million each over a six-year payout period). However, with the conference now comprising 16 members, the revenue per school (1.25 units/school) is lower than in recent years when the conference had only 10 members (e.g., 1.7 units/school in 2022). This highlights a nuance of expansion: while overall revenue might increase, the per-member share from specific sources like March Madness can decrease.

Looking ahead, the Big 12 is poised for continued basketball prominence with enhanced media exposure through deals involving ESPN, Fox, TNT, and CBS Sports Network. The conference, like others, faces the evolving landscape of NIL, the transfer portal, and the potential impacts of the *House v. NCAA* settlement and future revenue-sharing models.

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FAQ

Takeaways

• The Big 12 proved its mettle as one of, if not the, toughest men's basketball conferences in the nation during March Madness.
• Strategic expansion isn't just about football; it has demonstrably elevated the Big 12's basketball profile and competitiveness.
• While tournament success generates revenue, larger conference sizes mean the financial pie is split more ways.
• The performance of teams like Houston reinforces the high level of coaching and competition within the conference.

Discussion

## Discussion & Engagement

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