In the world of college sports, there's a little engine that could, or so it claims. The Big 12, a conference with a lot of talk and a little less substance, has become a fascinating case study in branding and self-promotion.
The Little Engine's Big Talk
Brett Yormark, the Big 12 commissioner, is a master of the sales pitch. With an unwavering confidence, he paints a picture of a conference that's the epitome of competitiveness and depth. But is it all just hot air?
"I think I can. I think I can." These words echo Yormark's mantra, as he strives to convince everyone, including himself, of the Big 12's supremacy.
Metrics vs. Reality
Yormark's claims are bold, but the metrics tell a different story. The Big 12's performance in the College Football Playoff speaks volumes: a 1-8 record since 2014. And let's not forget the league champion, Texas Tech, getting shut out 23-0 by Oregon in the Orange Bowl semifinal.
Personally, I think it's a stretch to call this 'late-game drama.' It's more like a dramatic exit from the playoff race.
The Power of Branding
In a clever move, the Big 12 has partnered with Monster Energy, a second-tier energy drink brand. For $20 million a year, the league gets to brand its regular season as the "Monster Energy Big 12 Football." It's a bold step into the future of marketing, but will it translate into real success?
What many people don't realize is that branding is a double-edged sword. It can elevate your profile, but it also sets expectations. Can the Big 12 live up to the hype it's creating?
The Brendan Sorsby Saga
The Big 12 has also been in the headlines for all the wrong reasons, thanks to the Brendan Sorsby saga. A potential PR disaster loomed large as the league's media event in Frisco, Texas, was overshadowed by the almost-Texas Tech QB's gambling ban and subsequent opt-out.
This is a classic example of a conference trying to spin a negative into a positive. But sometimes, the best PR is no PR at all.
Chugging Along
Despite its challenges, the Big 12 is determined to keep chugging along. Yormark's vision includes global relevance, with international games and a focus on branding. But can the league's little engine overcome the mountain of real-world relevance?
In my opinion, the Big 12's journey is a fascinating study in perception versus reality. It raises questions about the power of branding and the limits of self-promotion. Can the Big 12 truly become the monster it pretends to be?
