BYU’s Big 12 Breakthrough: Money, Momentum, and a Message to the Rest of College Hoops
BYU basketball is no longer sneaking up on anyone. After a 93-57 dismantling of Pacific to move to 10-1 on the season, the Cougars are making it clear: they’re not just competing in the Big 12 - they’re thriving. But not everyone is thrilled about their rapid rise.
Pacific athletic director Adam Tschour made that known in a now-deleted social media post following the blowout loss. His message? Playing BYU in this new era of college basketball economics might not be worth it.
“No point in playing this game at all,” he wrote. “You’re not even playing a basketball team. Just walking bags of cash.”
Tschour later walked back the comment and issued an apology, acknowledging BYU’s dominance and clarifying that his remarks were meant to highlight the financial gap programs like Pacific face when scheduling elite opponents.
But his frustration taps into a larger conversation that’s been simmering across college hoops - one that’s impossible to ignore in the era of NIL and rapidly escalating program budgets.
Just three years ago, BYU and Pacific were conference mates in the West Coast Conference. Now, they exist in entirely different financial universes. Since joining the Big 12 and hiring head coach Kevin Young, BYU has undergone a complete overhaul - and the results are showing up on the scoreboard.
The Cougars’ rise hasn’t just been about coaching and culture. It’s been fueled by a significant investment in the program, one that’s allowed them to compete with - and in some cases outspend - traditional powerhouses.
According to reports, most Big 12 basketball rosters cost around $12 million. BYU is believed to be spending even more, including shelling out a multi-million dollar NIL deal for No. 1 high school prospect AJ Dybantsa.
That kind of financial backing has turned BYU into a legitimate force - and a tough out for anyone, especially mid-major programs like Pacific. The disparity was on full display Tuesday night, where BYU’s depth, athleticism, and firepower overwhelmed the Tigers from the opening tip.
Tschour’s comments, while controversial, underscore the growing tension in college basketball between the haves and have-nots. For programs without major conference backing or deep NIL pockets, scheduling games against top-10 teams can feel less like a competitive opportunity and more like a financial mismatch.
Still, BYU isn’t apologizing for its success - nor should it. The Cougars have embraced the new era of college athletics and built a team that can go toe-to-toe with anyone in the country. Kevin Young has brought energy, structure, and a pro-style system that’s clearly resonating with players and recruits alike.
And while some may bristle at the price tag, the product on the court speaks for itself.
BYU isn’t just building a contender - they’re setting a new standard for what’s possible when tradition, resources, and ambition all align. And if Tuesday night’s performance was any indication, they’re just getting started.