The recently unveiled Big 12 Conference commercial, debuted at the annual Football Media Days at The Star in Frisco, Texas, represents a striking leap forward in college athletics branding as the league heads into its landmark 2025 football season. The unveiling comes at a pivotal moment for the conference — now boasting a formidable 16-team lineup — and the commercial acts as both a look back at a season of upsets and a bold clarion call for what fans can expect in the months ahead.
The commercial’s opening moments pack an immediate emotional punch: shimmering confetti falls over the Arizona State Sun Devils, the 2024 Big 12 football champions. This is no minor detail, given that Arizona State was projected to finish last in the 2024 preseason media poll. Highlighting their underdog triumph conveys the unpredictable charms of the reimagined Big 12, now harboring perennial storylines of redemption and surprise. The inclusion of targeted entrances, sweeping stadium shots, and hard-hitting quarterback highlights establishes the scale, diversity, and intensity of the competition across the expanded league.
For viewers and media professionals alike, these deliberate editorial choices reinforce the Big 12’s pitch as a conference where stars are made – and surprises are expected.
This broader athletic representation is also a strategic play for recruits and fans outside of football’s core demographic, highlighting the Big 12’s commitment to gender equity, multi-sport excellence, and year-round engagement.
Given the growing appetite for hybrid and digital-first content delivery, the Big 12’s technological investments must be seen as both a defensive move—counteracting streaming fragmentation—and an offensive maneuver, setting a pace that other conferences may follow.
BYU, meanwhile, delivered an impressive 11-2 overall record and a 7-2 mark in league play, providing another storyline that validates the league’s depth and unpredictability. With these results, the expanded Big 12 stands as a competitive proving ground for both established programs and newcomers.
All figures cross-verified via KSL Sports and official Big 12 recaps
The integration of leading AI and tech partners, alongside a reinvigorated broadcast strategy, positions the Big 12 as a bellwether in the post-cable era of college sports. The conference’s wrestle for national attention against the Big Ten and SEC, as well as its struggle for sustained excellence across its expanded lineup, will shape its trajectory in the coming years.
The Big 12’s efforts here deserve praise, particularly in an era when access to multiple platforms differentiates successful leagues from those falling behind the engagement curve.
As the league prepares for only its second year as a 16-team super-conference, the stakes—on the field and in the marketplace—have never been higher. Recruiting battles, television deals, and shifting fan allegiances will bear close watching.
Yet as with all bets on disruption and innovation, much depends on execution and adaptability. The Big 12’s next chapter promises drama, excitement, and—above all—a showcase of college sports’ enduring ability to surprise and connect. For fans and stakeholders alike, the message is clear: expect the unexpected, and tune in wherever, whenever you can.
Source: KSL TV 5 New Big 12 Commercial Unveiled At Football Media Days In Texas
“Confetti and Champions”: Setting the Tone for a New Era
The commercial’s opening moments pack an immediate emotional punch: shimmering confetti falls over the Arizona State Sun Devils, the 2024 Big 12 football champions. This is no minor detail, given that Arizona State was projected to finish last in the 2024 preseason media poll. Highlighting their underdog triumph conveys the unpredictable charms of the reimagined Big 12, now harboring perennial storylines of redemption and surprise. The inclusion of targeted entrances, sweeping stadium shots, and hard-hitting quarterback highlights establishes the scale, diversity, and intensity of the competition across the expanded league.Star Power: Players and Personalities
The promotional spot leans heavily into the individuality of its student-athletes, spotlighting not only the reigning champion Sun Devils but also Travis Hunter, the 2024 Heisman Trophy winner. Hunter’s presence, verified as a central promotional element by multiple sources including KSL and the official Big 12 coverage, underlines the Big 12’s recruiting reach and competitive edge. Featuring such high-profile talent ensures wider national appeal and positions the Big 12 as a conference capable of attracting and showcasing generational players.For viewers and media professionals alike, these deliberate editorial choices reinforce the Big 12’s pitch as a conference where stars are made – and surprises are expected.
More Than Just Football: Multi-Sport Showcases
An essential strength of the new commercial lies in its inclusivity: beyond gridiron action, it deftly incorporates quick-hit highlights from gymnastics, soccer, basketball, softball, and baseball. This enhances the Big 12’s image as a comprehensive athletic powerhouse. In an era where conference realignment often focuses solely on football’s financial engine, the Big 12 offers a reminder that collegiate athletics remain broad-reaching, with passionate followings across a variety of sports.This broader athletic representation is also a strategic play for recruits and fans outside of football’s core demographic, highlighting the Big 12’s commitment to gender equity, multi-sport excellence, and year-round engagement.
Technology Meets Tradition: Microsoft Copilot Partnership
The 2025 Big 12 Football Media Days were “powered by Microsoft Copilot”, a branding move that blends cutting-edge cloud infrastructure and AI technology with the tradition-laden world of college football. This overt integration underscores the conference’s ambition to modernize fan engagement, leveraging live streams, FAST channels, and the Big 12 Studios’ robust digital presence to reach audiences directly via streaming and social platforms.Given the growing appetite for hybrid and digital-first content delivery, the Big 12’s technological investments must be seen as both a defensive move—counteracting streaming fragmentation—and an offensive maneuver, setting a pace that other conferences may follow.
The Competitive Landscape: Season Recap and Looking Forward
The commercial arrives in a context of intense competition and shifting narratives. Arizona State’s championship debut, following preseason expectations of a bottom-tier finish, was one of the biggest stories of 2024. Rival new entrants, such as Utah, which was picked as the preseason favorite but sputtered to a disappointing 5-7 record (2-7 conference), reinforce the theme that predictions can be ephemeral in the current Big 12.BYU, meanwhile, delivered an impressive 11-2 overall record and a 7-2 mark in league play, providing another storyline that validates the league’s depth and unpredictability. With these results, the expanded Big 12 stands as a competitive proving ground for both established programs and newcomers.
Table: 2024 Key Big 12 Football Results
| Team | 2024 Preseason Rank | Final Record | Conference Record | Notable Outcomes |
|---|---|---|---|---|
| Arizona State | 16th (last) | Champion | Winner | Beat all expectations |
| BYU | Mid-tier | 11-2 | 7-2 | Surged past projections |
| Utah | 1st (favorite) | 5-7 | 2-7 | Missed postseason |
Critical Analysis: Strengths and Strategic Risks
Notable Strengths
- Narrative Clarity: The commercial taps into the emotional potential of upset victories and unexpected champions, drawing casual and hardcore fans alike.
- Multi-Sport Highlighting: Wider inclusion of non-football sports demonstrates awareness of diverse fan bases and Title IX equity considerations.
- Star Power Leveraging: Headliners like Travis Hunter offer authentic, proven draw for national audiences and future recruits.
- Tech Alignment: The Microsoft Copilot-powered media week signals the league’s intent to be a leader in digital fan experience and data-driven storytelling.
- Strong Digital Pipeline: Live coverage on YouTube and FAST channels ensures seamless accessibility amid a rapidly evolving sports media landscape.
Potential Risks
- Sustainability of Storylines: Leaning on underdog stories and surprise champions is compelling but inherently unpredictable—if powerhouse programs dominate again, will the messaging falter?
- Brand Consistency: As a “super-conference” with new members, the challenge will be forging unified branding while honoring diverse institutional traditions.
- Digital Delivery Dichotomies: While pushing streaming and AI-driven content, there’s a risk of alienating traditional linear TV viewers, particularly in legacy Big 12 markets.
- Athlete-Driven Promotion: Heavy use of individual star power poses continuity risks—should there be a gap between superstar talent cycles, will the conference’s marketing lose its edge?
- Competitive Imbalance: As with any rapidly expanded league, there’s a risk that some schools will struggle to compete consistently, threatening parity and fan interest over time.
The Big 12 Brand: Where Does It Go From Here?
There’s little doubt that the newly released commercial captures the evolving essence of Big 12 football: vibrant, unpredictable, and capable of defying expectations. The league has doubled down on its status as a destination for high-risk, high-reward storylines—betting not only on powerhouse programs but also on the inherent drama small-market upstarts can provide.The integration of leading AI and tech partners, alongside a reinvigorated broadcast strategy, positions the Big 12 as a bellwether in the post-cable era of college sports. The conference’s wrestle for national attention against the Big Ten and SEC, as well as its struggle for sustained excellence across its expanded lineup, will shape its trajectory in the coming years.
Fan Engagement and Media Dynamics
Outside pure competition, the commercial is a calculated pitch to Big 12 loyalists and neutrals alike—a reminder to “take us with you wherever you go.” The KSL Sports app, live radio streams, and social media connectivity represent the lifeblood of modern fan engagement. With prominent local journalists and influencers like Mitch Harper (BYU) and Steve Bartle (Utah) providing granular coverage, the ecosystem extends well beyond highlight reels, enabling fans to connect, comment, and critique in real time.The Big 12’s efforts here deserve praise, particularly in an era when access to multiple platforms differentiates successful leagues from those falling behind the engagement curve.
The Broader College Athletics Context
Zooming out, the Big 12’s commercial debut and the feverish energy surrounding Media Days reflect a broader sea change sweeping over college athletics. Consolidation, television rights, player NIL (name, image, likeness) deals, and the rise of AI in broadcasting have dramatically altered the landscape. The Big 12, eager to carve a progressive, inclusive, and tech-savvy niche, strives to balance tradition with innovation—a high-wire act that will continue to define its future.As the league prepares for only its second year as a 16-team super-conference, the stakes—on the field and in the marketplace—have never been higher. Recruiting battles, television deals, and shifting fan allegiances will bear close watching.
Final Thoughts
The release of the 2025 season’s Big 12 commercial is far more than marketing; it is an emblem of a conference confident in its new identity, embracing both its legacy and its modern aspirations. The careful curation of highlights, the platform-agnostic nature of its media strategy, and the celebration of multifaceted athletic achievement collectively set a bold course.Yet as with all bets on disruption and innovation, much depends on execution and adaptability. The Big 12’s next chapter promises drama, excitement, and—above all—a showcase of college sports’ enduring ability to surprise and connect. For fans and stakeholders alike, the message is clear: expect the unexpected, and tune in wherever, whenever you can.
Source: KSL TV 5 New Big 12 Commercial Unveiled At Football Media Days In Texas
