The Death Of The Big 12: A Look at What Went Wrong

The much-anticipated exodus of Big 12 institutions to the Pac-10 is officially underway.

Colorado has accepted a bid to join to the Pac-10 in 2012, becoming the first of six Big 12 schools expected to make the transition.  

The other candidates for the Pac-10, including Oklahoma, Texas, and Texas A&M are expected to announce intentions to leave the Big 12 in the coming days, possibly as early as Friday afternoon.

Like many Big 12 institutions, Colorado became frustrated with the lack of revenue generated under Dan Beebe’s reign as commissioner.

According to information compiled by the Omaha World-Herald, the Big 12 distributed $103 million to its 12 institutions in 2007-2008, based on revenue from bowl games, television contracts, and conference championships.

The source of frustration for less high-profile institutions such as Colorado and Baylor was the Big 12’s use of an appearance pool to distribute the $57.7 million dollars generated by television contracts.

The appearance pool directly rewards specific institutions for television appearances.  Prestigious programs including Texas, Oklahoma, and Kansas earned at least $2 million more than Colorado in 2007-2008 thanks to a greater number of televised games.

The Big 12’s unequal distribution of its biggest source of income created alarming stratification throughout the conference. 

Texas and Oklahoma have been in the driver’s seat year after year, while Colorado, Baylor, and Iowa State have struggled on the field—leading to fewer televised games and minimal earnings by comparison.

Despite the affluence afforded to them through the appearance pool, Kansas, Oklahoma, and Texas weren't happy in the Big 12 either.

Again, it’s simply comes down to money.

The Big 12’s revenue was a distant fourth among BCS schools—over $32 million less than the third-place SEC. 

Thanks primarily to lucrative television contracts, the Big Ten grossed a whopping $152 million in 2007-2008.

Based on findings by the Oklahoman, the Big Ten will earn a projected total $3.8 billion through the 2016 from television revenue—a number which could rise significantly with conference expansion opening up new markets for the Big Ten Network. The SEC will earn $3.075 million through 2024.

Shifting now to past tense, the Big 12 was slated earn $588 million through 2016, a stunningly minimal amount by comparison. 

After the four-year, $78 million dollar deal with Fox Sports expires in 2012, the conference would have been left with ABC/ESPN as the its lone television partner.

That’s not a good situation for member institutions.

Beyond the eye-popping numbers, the united front of the six Big 12 schools leaving for the Pac-10 promises to increase exposure while maintaining traditional rivalries. 

The Red River Shootout will remain intact, as will the rivalry games among the Texas schools.

Suddenly, the six schools will be able to market themselves on the Pacific Coast.  Recruiting territories will expand, national exposure will mushroom, and the money will start pouring in thanks to what should be an incredible television deal.

Dan Beebe was clearly caught off guard by the sudden shift in the sports landscape.  Frankly, he should have seen this coming.