The Big 12 conference, a league that has often been dismissed as a mere pretender in the world of college sports, has recently made headlines with its bold move to partner with Monster Energy. This partnership, while seemingly absurd, highlights the league's desperate attempts to gain relevance and marketability. Commissioner Brett Yormark, with his unwavering self-assurance and salesmanship, has been at the forefront of this effort, but his claims of competitive supremacy ring hollow.
The Big 12's struggles in the College Football Playoff are well-documented. Since the playoff system began in 2014, the league has only managed one participant, and that team scored zero points in the playoff game. This lack of success is further emphasized by the league's 1-8 record in playoff games. Despite these poor metrics, Yormark continues to make grand claims, such as being the 'deepest football conference in America' and having 'more late-game drama than any other conference.' These statements, made last year, were met with laughter and are now being mocked.
The league's recent PR blunders, including the Brendan Sorsby saga, have only added to the public's perception of the Big 12 as a laughingstock. The conference's attempts to gain global relevance, such as playing international games, seem like a desperate attempt to distract from their domestic shortcomings. While Yormark's enthusiasm and self-belief are admirable, they are often accompanied by a cringe-worthy try-hard mindset.
The partnership with Monster Energy, while providing financial benefits, further underscores the league's desperation. The idea of a second-tier league associating with a second-tier energy drink is a stark reminder of the Big 12's struggle to find its place in the highly competitive world of college sports. As the ACC and other conferences continue to gain traction, the Big 12's attempts to keep up appear futile.
In conclusion, the Big 12's journey to relevance is a cautionary tale of overconfidence and desperation. While Yormark's efforts are commendable, they are often met with public ridicule and a sense of disbelief. The league's future remains uncertain, and it is unclear whether their attempts to 'fake it till they make it' will ultimately pay off.
