Takeaways, observations and bottom lines as dust settles at Big 12 media days

An energy drink sponsor, a Texas Tech news hangover and new coaching faces made Big 12 headlines this past week.

What were the biggest stories and how would you rank them as an army of media members descended on Frisco, Texas, to examine issues with microphones, cameras and notebooks?

This one-bid CFP league is fighting for credibility, chasing the Big Ten and SEC while holding off the ACC. The issues are many, but the answers? Well, they got kicked around a bit.

The 2026 Big 12 Football Media Days took place July 7-8 at The Star in Frisco, Texas, (home of the Dallas Cowboys), marking the unofficial kickoff to the college football season.

The event featured commissioner Brett Yormark, all 16 head coaches and player representatives, with heavy coverage on ESPNU/Big 12 platforms. Previews and recaps highlighted a mix of lingering drama, new leadership, conference initiatives and season outlook.

The Deseret News was represented by reporters Jay Drew and Joe Coles and video reporter Brandon Judd.

Here are the “top 10 storylines/news items” that emerged (drawn from previews, live coverage, coach/player sessions, and recaps; ranked roughly by prominence of coverage).

1. Brendan Sorsby/Texas Tech drama dominates: This story isn’t dying anytime soon. The gambling scandal involving the former QB remained the biggest shadow. Yormark largely sidestepped questions. Red Raiders coach Joey McGuire addressed it, but emphasized moving forward. Reports of tension with other schools (including talk of not playing Tech) added fuel. Bottom line: TT will use this as motivation, as if folks in Lubbock needed it.

2. Monster Energy entitlement deal and branding: Yormark announced a major multiyear partnership (reported: $20M annually) making Monster the entitlement sponsor for football/basketball regular seasons, with jersey patches, field/court branding, and “Monster Energy Big 12” naming. It builds on their energy drink role and drew mixed reactions (revenue boost vs. “NASCAR-ization” critiques). Bottom line: Big 12 should have received more money out of the deal. UNLV reportedly got its own $2 million jersey patch deal. Some want to make a fuss over BYU wearing a Monster patch because the drinks contain caffeine, but that’s a moot point since caffeinated soft drinks hit campus dispensers nine years ago.

3. New coaches in the spotlight: Four first-time Big 12 head coaches made their debuts: Collin Klein (K-State), Jimmy Rogers (Iowa State), Eric Morris (Oklahoma State) and Morgan Scalley (Utah). Their podium appearances and handling of questions were closely watched as a fresh leadership era. Bottom line: This is a fun feature but Utah’s Scalley might be considered a veteran because of his tenure with Kyle Whittingham. He certainly handled the media like a vet, and his positive vibes were refreshing if not inspiring.

4. Texas Tech is the favorite despite offseason flap: As defending champs with strong recruiting and playoff experience, the Red Raiders are seen as the clear preseason favorite by many preseason outlets and magazines, although On3Sports did their own survey of the league’s 16 coaches and picked BYU to win the title. Bottom line: The league did not publish an official preseason favorite list or ranking from either a media or coaches poll. These things are fun, but mean little.

5. College Football Playoff expansion talk: Big 12 coaches and Yormark reiterated support for a 24-team format (unanimous coach vote earlier). With the conference 0-2 in the current 12-team playoff, expansion was framed as key for access and revenue. Bottom line: The way the CFP committee has pigeonholed the league with one berth despite many metric advantages, the desire for 24 teams is a no brainer.

6. Deion Sanders and Colorado’s direction: “Prime Time” drew significant attention. Coverage focused on getting the Buffs back on track, with QB Julian Lewis and other players generating buzz. His team draws instant TV ratings regardless of performance. Bottom line: Sanders really needs to give the Buffs a kick in the butt. The league needs Colorado to be good.

7. Revenue gap, private equity, and protect College Sports Act: Yormark highlighted conference growth (sponsorship revenue +182%, strong NFL/NBA draft numbers) while addressing the SEC/Big Ten financial disparity. Discussions included capital deals, lines of credit, and support for federal legislation providing athlete protections and stability. Bottom line: Unless the Big Ten and SEC agree to let go of some advantages for the betterment of the college game, this is a wish-upon-a star deal unless the feds step in.

8. Quarterback battles and standout returners: Attention was on QBs like those from BYU (Bear Bachmeier), Colorado (Julian Lewis), Houston (Conner Weigman), Arizona (Noah Fifita), K-State (Avery Johnson) and Utah (Devon Dampier). Their media day presence offered early signals for the season. Bottom line: The team with the hottest QB who avoids injury will have a huge advantage in 2026. It is one of the biggest factors.

9. Hot seat coaches and program outlooks: Questions for coaches like Dave Aranda (Baylor) and Scott Satterfield (Cincinnati) about job security were plenty. These guys are good guys, but they’ve got to deliver. Bottom line: From changing coordinators to a dash for the transfer portal, it really boils down to what players can do and the culture. If those don’t change or produce, jobs are on the line. It isn’t the X’s and O’s but the Jimmys and Joes.

10.BYU/Utah as contenders and conference parity: Other schools see the Utah schools (both strong in 2025) as potential challengers to TT, considering their reputations as tough competitors with great home-field advantages. Bottom line: TT doesn’t play BYU or Utah this year and has an extremely favorable schedule with the highest-rated recruiting marks the past several years.

Dick Harmon’s preseason Big 12 picks for the league’s top 5

1. Texas Tech
2. BYU
3. Utah
4. Houston
5. Arizona