The importance of basketball for the Big 12 and TCU.
@Gary's Shirtless Revenge has mentioned this undervalued buckets media secret several times over the last 1.5 years.
I speculate hoops is a big factor why the new Big 12 remains competitive in media value relative to the PAC and ACC.
From the article—
Yormark strongly believes basketball is undervalued in these TV rights talks.
He has dropped hints about an interest in unbundling it from football and selling those rights separately when the Big 12 next hits the market in 2030-31. That’s one motivation behind the Big 12’s continued talks with hoops powerhouse Gonzaga. Joining as a non-football member would mean a smaller revenue share for the Bulldogs, but they’d be an inarguably valuable addition. Arizona, a top-10 program with more Pac-12 titles than every school but Big Ten-bound UCLA, would similarly boost the best conference in men’s college basketball and its long-term ambitions.
“I think we have an opportunity to monetize basketball in a way that hasn’t been done before,” Yormark said in an appearance on the Wilner & Canzano podcast last month. “It’s certainly something I’m thinking about. So if the opportunity ever exists where, within the construct of what makes sense for expansion, as part of that,
we could double down on basketball and further cement our leadership position, it’s certainly something that I’m willing to consider.”