Big 12 media days in Frisco had the kind of churn that makes this league feel like a weekly reset button. Quarterback changes, coaching shakeups, transfer additions and a new sponsor all took turns driving the conversation across the two-day event.
TCU’s quarterback situation was one of the biggest talking points. Harvard transfer Jaden Craig is set to take over as the Horned Frogs’ starter for his final college season, stepping in for Josh Hoover, who moved on to Indiana after piling up 9,629 passing yards over his last two seasons.
The Horned Frogs also had some optimism on the line. Offensive tackle Ben Taylor-Whitfield, a 6-foot-6, 315-pound former Duncanville standout, has more than 20 starts and 1,800 snaps on his résumé. Sonny Dykes said he expects Taylor-Whitfield to develop into an all-conference player with NFL potential.
That matters for a TCU team that has already put together back-to-back nine-win seasons and is trying to push into the Big 12 title picture. The defense is expected to be a major part of that push, with preseason All-Big 12 safety Jamel Johnson leading the way.
Texas Tech’s storyline was much messier. The Red Raiders moved on from quarterback Brendan Sorsby, who had initially signed from Cincinnati for a reported $5 million, after the NCAA ruled him ineligible for betting on thousands of games, including his own team’s. Texas Tech is now trying to move past the offseason noise.
Will Hammond is the next man up. The four-star recruit tore his ACL against Oklahoma State last season, but Joey McGuire told ESPN that Hammond is Texas Tech’s starting quarterback and could be back as soon as the Sept. 5 opener against Abilene Christian.
Colorado’s rebuild also drew plenty of attention. After a 3-9 season, Deion Sanders added four-star offensive lineman Dewey Young, helping the Buffaloes land the Big 12’s third-best recruiting class.
Colorado opens against Georgia Tech on Sept. 3.
There were major changes on the sidelines, too. Oklahoma State’s new head coach, Eric Morris, brought 19 players and 35 staff members with him from North Texas to a program that has not won a conference game in two years.
Utah introduced Morgan Scalley as its first new head coach in 20 years after Kyle Whittingham’s departure. Kansas State also made a move on the coaching front, promoting Collin Klein from Texas A&M offensive coordinator to replace Chris Klieman.
West Virginia added a big piece to its offense in the transfer portal, with Rich Rodriguez landing former TCU running back Cam Cook. Cook was the nation’s leading rusher last season at Jacksonville State, where he ran for more than 1,600 yards, and he is expected to help anchor a rebuilt backfield.
Off the field, the Big 12 also unveiled a new commercial identity. Monster Energy is now the entitlement sponsor for the conference’s football and basketball regular seasons, and Big 12 games will be branded as Monster Energy Big 12 Football, commissioner Brett Yormark announced.
In Other News...
Texas Tech Suddenly Has A Quarterback Problem Nobody Saw Coming
Texas Tech thought it had settled its quarterback situation when it signed Brendan Sorsby out of the transfer portal, but that plan unraveled quickly when the NCAA ruled him ineligible for the upcoming season. After a court injunction changed the picture, Sorsby and the Red Raiders ultimately parted ways, leaving the staff back at square one just as the season approaches.
Now the focus shifts to Will Hammond, whose recovery from a torn ACL has become one of the most important storylines in Lubbock. Texas Tech still has the kind of roster that can keep it in the Big 12 mix, but the ceiling for this team may come down to whether Hammond is ready and healthy enough to steady the offense and keep the Red Raiders in the playoff conversation. [Read more 🡒]
ESPN Just Sent BYU Fans Back Into The Disrespect Debate
ESPNs latest 2026 College Football Power Index offered a pretty clear snapshot of where the Big 12 sits entering the season, and Texas Tech is one of the few league teams drawing serious national respect. The Red Raiders landed at No. 10 overall, putting them in a strong position in a conference that otherwise has only one other team in the top 25, BYU at No. 20.
For Texas Tech, the ranking reflects both the optimism around the roster and the reality that the Big 12 still has work to do as a whole. Utah, Arizona and Houston are all hovering just outside the top 30, which underscores how thin the leagues upper tier looks right now and why every national ranking tends to turn into a larger conversation about where the conference fits in the sports pecking order. [Read more 🡒]