As 2025 wraps up, the Big 12 finds itself at a pivotal point-not because of realignment rumors or off-field drama, but because of what actually happened on the field, in the boardrooms, and across college athletics. For the first time in years, the headlines weren’t dominated by shifting membership maps.
Instead, the storylines came from the programs themselves-on the field, in the coaching carousel, and even in the financial landscape of the conference. Let’s dive into the top five Big 12 stories that defined the year and shaped the future of the league.
1. BYU’s College Football Playoff Snub: A Brutal Reality Check
BYU did just about everything right in 2025. The Cougars went 11-1 in the regular season, earned a spot in the Big 12 Championship Game, and lost to a top-four team for the second time-this time on a neutral field. And yet, when it came time for the College Football Playoff committee to make its picks, BYU wasn’t even in serious consideration for an at-large bid.
The Cougars’ lone blemish was a road loss to Texas Tech, and that seemed to be the nail in the coffin. The committee’s message was clear: right now, the Big 12 doesn’t carry the weight it once did. BYU’s resume, impressive as it was, didn’t move the needle enough.
That’s a tough pill to swallow-not just for BYU, but for the entire conference. If a one-loss team that made the league title game can’t even get a serious look, what does that say about the Big 12’s national perception?
The best-case scenario now is for Texas Tech to win it all in the College Football Playoff. That kind of statement win could go a long way toward restoring credibility for the league.
2. Texas Tech’s Athletic Surge: More Than Just Football
Texas Tech didn’t just make noise in football this year-they roared across the entire athletic department.
The Red Raiders claimed their first-ever Big 12 football title and punched a ticket to the College Football Playoff. That alone would’ve been enough to turn heads. But the real story is how Texas Tech has built a winning culture across the board.
In softball, NiJaree Canady led the Red Raiders to a Big 12 title and a run all the way to the National Championship Game, where they ultimately fell to Texas. On the track, both the men’s and women’s teams took home conference championships. It’s been a banner year for Tech, and it’s not happening by accident.
With strong backing from major donors like Cody Campbell and a well-structured NIL program, Texas Tech is showing what full investment in athletics can look like. This isn’t a flash in the pan-it’s a program positioning itself to compete for championships in multiple sports for years to come.
3. Coaching Carousel Chaos: End of an Era in the Big 12
This year marked a seismic shift on the Big 12 sidelines. Some of the longest-tenured and most recognizable faces in college football either stepped down or were shown the door.
Mike Gundy’s two-decade run at Oklahoma State came to an end-fired after years of stability in Stillwater. Kyle Whittingham, another 20-year veteran, stepped down at Utah. And then there’s Matt Campbell, who finally left Iowa State after years of speculation, taking the head coaching job at Penn State.
Chris Klieman also exited Kansas State, paving the way for former Wildcat quarterback and offensive coordinator Collin Klein to take over.
That’s four major coaching changes in one offseason, and three of them-Gundy, Campbell, and Klieman-were part of the Big 12’s “Original 8.” Their departures mark the end of an era and the beginning of a new chapter in the league’s identity. The Big 12 is entering a period of reinvention, and how these programs navigate the transition will shape the conference’s future.
4. Private Equity Enters the Chat: Big 12’s $500M Gamble
This one might not have made as much noise on game day, but make no mistake-this is a game-changing development for the future of college sports.
The Big 12 is exploring a $500 million deal with private equity firms RedBird Capital and Weatherford Capital. The proposal would inject serious cash into the conference, giving each school access to up to $30 million if needed, with no obligation to use it. The league office would also receive $25 million to launch a new entity called Big 12 Properties aimed at professionalizing operations and driving new revenue streams.
This isn’t just about money-it’s about redefining how conferences operate. The Big 12 is positioning itself as the first major league to fully embrace private equity as a financial partner. And while there are still plenty of questions about how this will play out long-term, one thing is clear: the Big 12 is willing to take bold steps to stay competitive.
Adding to the intrigue, Utah became the first program to strike a team-specific private equity deal. These moves could be the tip of the iceberg as college sports shifts toward a more business-oriented model.
5. Houston’s Heartbreaker in the Final Four
Houston was this close to making history.
The Cougars reached the NCAA Men’s Basketball National Championship Game for the first time in program history, riding a thrilling run that included a comeback win over Duke in the Final Four. Down 14, Houston clawed back to win 70-67 and set up a date with Florida for the title.
In the final, Houston led by as many as 12 points but couldn’t hold off a late Gators surge. Florida pulled off a dramatic 65-63 comeback to capture its third national title, while Houston was left wondering what could have been.
It would’ve been a storybook ending for Kelvin Sampson, a Hall of Fame coach who’s built Houston into a perennial power. It also would’ve marked the Big 12’s first national title in men’s basketball since Kansas cut down the nets in 2022. Instead, Houston walks away with heartbreak-but also with its place cemented as a national contender.
Honorable Mention: Big 12 Back on College GameDay’s Radar
After a three-year drought, the Big 12 finally got some long-overdue love from ESPN’s College GameDay. The show made back-to-back stops in conference territory this fall-first for Cincinnati vs.
Utah, then for Texas Tech vs. BYU.
It had been since 2022, when Kansas hosted TCU, that the Big 12 had seen the GameDay crew roll into town. This season’s double feature was a welcome return and a nod to the league’s rising relevance. There’s still work to be done in terms of national coverage and perception, but for a few weeks, the spotlight was back where it belonged.
Final Takeaway
2025 was anything but quiet in the Big 12. From playoff snubs to coaching shakeups, financial innovation to near-title glory, the league proved it’s not just surviving-it’s evolving. The next chapter is already being written, and if this year is any indication, 2026 is going to be just as wild.