The 2026 Big 12 Football Media Day unfolded at The Star in Frisco, Texas, drawing a crowd of coaches, players and media eager to glimpse the upcoming season.
Commissioner Brett Yormark took the stage to announce a multiyear partnership with Monster Energy, a deal worth $20 million that will flow roughly $1 million to each of the conference’s twelve schools.
A Strategic Investment in the Conference
The financial injection is earmarked for football, men’s and women’s basketball programs, underscoring the conference’s commitment to elevating its national profile across multiple sports.
West Virginia University head coach Rich Rodriguez is slated to speak at approximately 2:20 p.m. EST, a session that will be streamed live on ESPNU, allowing fans nationwide to tune in.
Rodriguez is expected to field questions about the Mountaineers’ offensive scheme, the competition at quarterback between Michael Hawkins Jr. and Scotty Fox Jr., and the integration of Jacksonville State transfer Cam Cook, the 2025 NCAA leader in rushing yards.
Cook’s arrival adds a dynamic element to the backfield, but the coaching staff remains focused on developing a balanced attack that can exploit the strengths of both the passing and running games.
The quarterback battle has become a focal point of discussion, with both Hawkins and Fox Jr. vying for the starting role in a system that demands quick decision‑making and precision.
Recruiting Momentum and Player Health
West Virginia’s 2026 recruiting class arrives with considerable hype, featuring three four‑star prospects who could contribute immediately.
Among them, Jaden Bray will be under scrutiny as he returns from a season‑ending injury; his health and leadership will be pivotal to the team’s early chemistry.
Alongside Bray, Nick Krahe represents a largely new offensive line, tasked with rebounding from a season that fell short of expectations and providing protection for the quarterbacks.
The excitement surrounding the Mountaineers is tempered by the need to blend experienced returnees with fresh talent, a transition that will likely shape the team’s trajectory throughout the conference schedule.
As the media day concluded, the buzz in Frisco reflected a broader optimism that the Big 12’s new partnership and the Mountaineers’ strategic moves could translate into a competitive season on the field.