EPISODE · Jul 29, 2026 · 18 MIN
Big 12 Brand Values REVEALED: BYU Surges, Texas Tech Rises & Colorado's Deion Effect
from First and 16 Podcast - Big 12 College Football and College Basketball · host Adam Gibby
The Athletic recently released its latest valuation rankings for all Power 4 football programs, and the results could have major implications for the future of the Big 12. In this episode of First & 16, Adam Gibby breaks down why Utah, Texas Tech, BYU, and TCU sit atop the conference rankings, what BYU's massive rise says about the future of the Cougars, and why Colorado continues to benefit from the Deion Sanders effect. Adam also examines concerning trends for Kansas State, discusses why Cincinnati and Houston rank near the bottom nationally, and explores what these valuations could mean for future conference expansion, realignment, and the possibility of a future college football super league. Are these rankings a meaningful measure of brand strength, or just another preseason metric like ESPN's FPI? Tune in and decide for yourself. #Big12 #CollegeFootball #BYUFootball #TexasTech #UtahFootball #ColoradoBuffs #DeionSanders #TCUFootball #ConferenceRealignment #CFB
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Big 12 Brand Values REVEALED: BYU Surges, Texas Tech Rises & Colorado's Deion Effect
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