The Big 12's football coaches have thrown their weight behind a proposal to expand the College Football Playoff to 24 teams, a move they say would finally give the conference a realistic shot at multiple representatives in the postseason.
Under the 24‑team format, as many as five Big 12 squads could earn playoff berths, a dramatic shift from the recent reality in which the league was shut out of the four‑team field.
Commissioners from the ACC and the Big Ten, along with the American Football Coaches Association, have voiced public backing for the expansion, arguing that a larger bracket would better reflect team performance and increase fan engagement.
SEC Commissioner Greg Sankey, however, remains skeptical, preferring a 16‑team playoff and insisting that strength of schedule must be a central criterion, a stance that has put the conference at odds with the Big 12's new vision.
The latest CFP rankings underscored the debate: BYU finished No. 12 and Texas sat just behind at No. 13, while BYU's strength‑of‑record metric placed it eighth among the top 15, highlighting the perceived undervaluation of Big 12 teams.
Big 12 Commissioner Brett Yormark acknowledged the enduring value of the conference championship game but said the expanded playoff could unlock new revenue streams and give the league a stronger voice in the postseason conversation.
Implications for Scheduling and Revenue
If the playoff expands, the Big 12 is contemplating a tenth conference game to accommodate the increased number of matchups, a step that could boost television contracts and provide more competitive balance across the league.
The financial upside extends beyond television, with potential increases in sponsorship deals and ticket sales as more teams chase playoff spots, reshaping the conference's strategic outlook.