Big 12 Championship Weekend Set to Deliver On and Off the Field
The Big 12 Championship is back in Arlington, and it’s bringing more than just football to the table. With Texas Tech and BYU squaring off under the massive video board at AT&T Stadium-famously dubbed "Jerry World"-this year’s title game isn’t just a battle for conference supremacy. It’s a full-blown spectacle with College Football Playoff implications and a city-wide celebration to match.
A Title Game with Playoff Stakes
Let’s start with what matters most: the football. Texas Tech and BYU are set to clash with the Big 12 crown on the line, and with it, a likely ticket to the College Football Playoff.
It’s a high-stakes showdown between two programs that have battled their way through a deep and often chaotic conference schedule. The winner walks away with hardware-and a shot at something even bigger.
Big 12 Goes Big on Entertainment
But the Big 12 isn’t just focused on what happens between the lines. The league is turning Championship Saturday into a full-day event, complete with music, fan experiences, and even a skyline light show.
Country star Jon Pardi will headline the halftime show, teaming up with both schools’ marching bands in a new on-field setup designed to bring fans closer to the action. Think of it as a mini-concert, right in the middle of the biggest game of the season.
Fans in the “Pardi Pit,” a premium field-level viewing area, will get up-close access to the performance. Before kickoff, rising country artist Lanie Gardner will handle the national anthem.
Beyond the Stadium: A City-Wide Celebration
The Big 12 is extending its reach well beyond the stadium walls. Championship week includes a Big 12 Field Day at Peach Elementary School in Arlington, where student-athletes and league staff will connect with local kids through games and crafts. It’s a nod to community engagement that’s becoming more common across college sports-and it’s a great look for the conference.
Meanwhile, downtown Dallas will light up with a football-themed display on Reunion Tower, giving the game a visual presence across the skyline on both Friday and Saturday nights.
Game Day: Fan Fest, Food, and Festivities
On game day, the party starts early. From 9 to 11 a.m.
CT, the Big 12 BLVD. Fan Fest, presented by HeluvaGood!, takes over the East Plaza outside AT&T Stadium.
Expect music, games, activations, and plenty of pregame energy as fans gear up for kickoff.
Inside the stadium, the Big 12 Eats program-powered by Undeniably Dairy-will offer school-specific food and beverage options. It’s a clever way to bring a taste of home to a neutral-site setting, whether you're craving something from Lubbock or Provo.
The fan experience stretches into the neighboring Texas Live! district, where the Venmo Hall at Sports & Social Arlington will be open from 8 a.m. to 10 p.m.
CT. The Black Crowes are set to take the Live!
Arena stage at 6:30 p.m., giving fans a postgame concert option to keep the celebration going long after the final whistle.
Inside the Game: Student Energy and Made-for-TV Moments
The Big 12 is also shining a spotlight on student sections, continuing its Monster Energy Student Sections of the Game initiative. It’s all about recognizing the energy and passion that student fans bring to the stadium-something that’s helped define the atmosphere around Big 12 football all season long.
And in true made-for-TV fashion, one lucky fan will get a shot at a 35-yard field goal during the Allstate Kick Promotion. Nail it, and they walk away with $12,000. It’s the kind of moment that keeps fans glued to the broadcast, even during breaks in the action.
Gear Up
Of course, no championship event is complete without merch. Championship-branded gear for both Texas Tech and BYU, along with neutral Big 12 items, will be available through Rally House and New Era in and around the stadium. Whether you’re looking to rep your team or just grab a piece of the moment, there’s no shortage of options.
Kickoff Details
The Big 12 Championship kicks off at 11 a.m. CT, with national coverage on ABC. With a playoff berth likely on the line, a packed stadium, and a full slate of entertainment, this year’s title game isn’t just a must-watch-it’s a can’t-miss event.
So whether you're there for the football, the music, the food, or all of the above, Arlington is the place to be this Saturday. The Big 12 is putting on a show, and the stakes couldn’t be higher.