The mass commercialization of college football apparently knows no bounds, as Allstate is reportedly in negotiations with the Big 12 conference on a naming rights deal that would net the kid brother of the SEC and Big Ten as much as $50 million per year.
Big 12 in discussions w/Allstate on a naming rights deal to change league's name, sources told @ActionNetworkHQ. Deal could be worth b/w $30-$50 million annually & name possibilities include Big Allstate Conference or Allstate 12 Conference, sources said https://t.co/Cv22vjhBSx
— Brett McMurphy (@Brett_McMurphy) June 13, 2024
There’s definitely a need for the Big 12 to do something to keep up with the true big boys on the NCAA gridiron, and this deal would go a long way on that front. At what cost, though? I mean that in a figurative sense. Because while there may be a revenue boom for the potentially-eventually-newly christened Big Allstate Conference, endless mockery is certain to ensue.
That is, if Thursday’s widespread consensus on the Twittersphere is any harbinger of the general public’s long-term consensus.
Ah so the Big XII is inviting a little Mayhem into their conference. https://t.co/JSjO9pBTMc pic.twitter.com/UW0aCHnbIg
— 🇧🇧 Sickos Committee 🇧🇧 (@SickosCommittee) June 13, 2024
The best part about the idea of the Big 12 selling naming rights is they’d get rid of the “Big” part and keep the number that doesn’t accurately describe their membership. It’s perfect.
— Nicole Auerbach (@NicoleAuerbach) June 13, 2024
This is when Anheuser-Busch needs to step forward. “Busch League” anyone?
— Michael Southern (@msouthern17) June 13, 2024
I don't begrudge the Big 12 for trying to find financial solutions so they can keep up with the SEC and Big10 but good God guys, at least try to preserve some dignity along the way.
— Brett Kollmann (@BrettKollmann) June 13, 2024
If I’m still calling X Twitter you best believe I’ll stick with Big12 over Allstate12
— Josh Pate (@LateKickJosh) June 13, 2024
25K likes and I’ll buy the Big 12 lmao https://t.co/GoT2WSBE3M pic.twitter.com/ZZ2C47LO5o
— DraftKings (@DraftKings) June 13, 2024
*Every Big XII player following a first down* https://t.co/xcKFX62uLj pic.twitter.com/AFFsxsxTh8
— OKSTProbs (@OKSTProbs) June 13, 2024
Let's get that bag @theACC https://t.co/6SDZkGq4Y7 pic.twitter.com/vZtWfZmsNG
— Pack Chat #OMAPACKisBACK (@PackChat1887) June 13, 2024
what's really cool about generally only covering one league is that there's always a stupider league https://t.co/Fuw7aOa38D
— Arif Hasan, but NFL 🏈 (@ArifHasanNFL) June 13, 2024
This is the type of marketing that would make me never choose Allstate, no matter how much cheaper it is. https://t.co/A4Dqojecui
— Tim McCaughan (@timmccaughan) June 13, 2024
We don’t want, we NEED the Atlantic Cookout Conference https://t.co/BKZWDTydFK
— Andrew Green (@andruwgreen) June 13, 2024
Who knows? Maybe the shock value will wear off after a while, but like several X folks have alluded to, all I’ll be able to think about watching a Big 12 game is the Allstate Mayhem guy and those commercials. Hey, at least Mayhem guy Dean Winters could be a massive winner in all this. Imagine the promotional tie-ins he’d be able to score. We’d be seeing Dean Winters everywhere. Like to the point where he’d go from “character actor who landed that commercial series of a lifetime” to “legitimate household name.” Zero offense intended re: Dean Winters. I’m actually rooting for him above anyone else involved in this saga.
Interestingly, too, Conference USA is exploring a similar name/sponsorship deal.
Conferences reportedly exploring multimillion naming rights deals:
• Big 12 + Allstate = Allstate 12 Conference
• Conference USA + Globe Life = Globe Life Conference USA(h/t @RossDellenger) pic.twitter.com/oOJKQLdbqT
— Front Office Sports (@FOS) June 13, 2024
News has also surfaced that the Big 12 could receive a $1 billion private equity investment.
Private equity is coming to college athletics.
As detailed in this article, the Big 12 is considering an equity investment of up to $1 billion for 20% of the conference.
Another example demonstrating that college athletes are professional athletes.https://t.co/QALNwjpDle pic.twitter.com/f3RPJnF2zQ
— Mit Winter (@WinterSportsLaw) June 13, 2024
To quote Vince Lombardi, “What the hell’s going on out here!?”
These splashy endeavors are certainly an avenue for the Big 12 to hang tough with the SEC and Big Ten amid their epic recruiting battles, seven-figure NIL offers, rolling out of Lamborghini lineups, and rival coaches trading public barbs on the absurdity of it all.
How far we’ve come in college football in such a short period of time. It wasn’t long ago that Jim Harbaugh came under fire for buying hamburgers for recruits. Now a lot of college athletes are millionaires, and big brands are liable to engage in whizzing contests, vying for the naming rights to major conferences. What a world! Not saying it’s good or bad. Just saying it’s all the more bizarre with each passing day.
