The University of Houston’s transition into the Big 12 has been a study in contrasts. On the field and court, the Cougars have shown they can hang with the best.
But in the stands? That’s a different story.
Despite wrapping up a 10-3 season capped by a win over LSU in the Texas Bowl, Houston finished dead last in the Big 12 in home attendance. Nationally, they ranked 72nd. That’s a surprising disconnect for a team playing in a modern, on-campus stadium - not the long-retired Astrodome of yesteryear - and one that’s been knocking on the door of national relevance.
It’s a reminder that conference realignment isn’t just about wins and losses. It’s about value - and value is tough to quantify.
Since being left out of the original Big 12 formation back in 1996, Houston has worked relentlessly to claw its way back into the Power Five conversation. Now that they’re here, the results are mixed.
The football team is competitive, but the heart and soul of Houston athletics remains on the hardwood.
Basketball is still king in Houston
Kelvin Sampson has turned Houston into a national powerhouse. Since taking over in 2014 - after a controversial exit from Indiana - Sampson has built one of the most consistently dominant programs in the country. The Cougars have made five straight Sweet 16s and two Final Fours since 2021, including a narrow loss in the national championship game to Florida last season.
This isn’t Phi Slama Jama 2.0. Sampson’s teams don’t fly over you - they grind you down.
Defense, discipline, and toughness define this era of Cougars basketball. And in the Big 12, arguably the toughest basketball conference in the country, Houston has more than held its own.
That partnership has paid off for both sides.
Still, the athletic department as a whole is chasing balance. In the latest Learfield Director’s Cup rankings - which measure overall athletic success across all NCAA Division I sports - Houston came in at 113th nationally, 14th in the Big 12. That’s not where they want to be.
Football still fighting for traction
Willie Fritz is in his second season at the helm of the football program, and while a 10-win season is nothing to scoff at, the Cougars are still fighting for attention in a crowded sports market. Houston is a pro sports town - and a big one.
The Texans, Rockets, and Astros dominate headlines, and then there’s Texas and Texas A&M just up the road. Even the Dallas Cowboys cast a shadow.
That’s the same challenge Houston faced back in the 1980s. And it hasn’t gotten any easier.
Five years into Big 12 expansion - how’s it working out?
It’s been five years since the Big 12 invited Houston, BYU, Cincinnati, and UCF to join the conference - a move made shortly after Texas and Oklahoma announced their eventual departure for the SEC. Two years later, the Big 12 expanded again, adding Utah, Colorado, Arizona, and Arizona State.
If Big 12 commissioner Brett Yormark had a crystal ball back then, would he have made the same moves? The answer is complicated.
Let’s break down how the eight newcomers have fared so far - and where Houston stacks up.
1. BYU: The clear winner of the bunch.
Long considered a “Notre Dame-lite,” BYU brought national brand power, a loyal fan base, and competitive programs across the board. They rank fourth nationally in the latest Learfield Director’s Cup standings.
They’ve got the money, they spend it, and they’re winning. That’s the trifecta.
2. Arizona State: A close call in the 2024 College Football Playoff - an overtime loss to Texas - gave the Sun Devils a shot of credibility.
Kenny Dillingham has the football program trending up. Basketball, though, continues to lag under Bobby Hurley.
3. Houston: Elite in basketball, no question.
But the lack of home support is impossible to ignore. For all the on-court success, the Cougars need the city to show up - literally - if they want to take the next step as a full-fledged Big 12 power.
4. Arizona: Still a basketball juggernaut. And football’s no slouch either, with two Top 25 finishes in the last three seasons.
5. Utah: The departure of longtime head coach Kyle Whittingham leaves a big question mark over a football program that’s been rock-solid for a decade. Basketball, however, has been stuck in neutral for years.
6. Colorado: Deion Sanders brought the flash - and the national spotlight - but the results haven’t kept pace.
One winning season in three years has cooled the hype. Basketball remains average at best.
7. Cincinnati: So far, a disappointment. No NCAA Tournament appearances for the men’s basketball team, and just a single loss in a lower-tier bowl game to show for their football efforts.
Houston’s story is still being written. They’ve proven they can compete in the Big 12, especially in basketball.
But if they want to be a top-tier member of the conference - the kind that moves the needle - they’ll need more than wins. They’ll need buy-in from the city, consistent football success, and a broader athletic department push.
Right now, the Cougars are good. But in a league that’s getting deeper and stronger, good isn’t always good enough.