BYU has made quite the splash since joining the Big 12 Conference four years ago. As a contender for the football and basketball championships -- the league's best money-making events -- the Cougars have thrust themselves into the spotlight on the backs of expert NIL and transfer portal navigation, combined with coaches and facilities designed to give their athletes the best possible experience, both on and off the field of play.
In a recent article written by Jim Williams, he outlined how BYU's contract with ESPN during the era of independence propelled the Cougars into the national spotlight on a regular basis, and the Cougars are now expanding that influence as a member of the Big 12 Conference.
"The Cougars have quickly become one of the fastest‑growing brands in the conference. BYU’s athletic‑department valuation jumped to $500 million, one of the largest increases in the country. Football program value climbed to $366 million, placing BYU among the top 35 nationally. Revenue surged to more than $153 million in the Cougars’ second Big 12 year, despite receiving only a partial revenue share. No Big 12 school has seen a steeper two‑year rise."
It seems like the Big 12 Conference isn't the only league to notice what this LDS-sponsored school out in Provo, Utah has been able to accomplish in such a short span of affiliation to a power conference. A report/rumor has come out in regards to the Big Ten Conference, one of the two strongest leagues in college athletics, and their interest in BYU.
According to a rumor posted by The Monty Show, the Big Ten Conference and BYU athletics hold regular conversations between each other, with the still freshly-instated private university making no preparations to abandon the Big 12, but always fully aware of their options.
Sources close to the situation tell me there have been regular conversations between BYU and the BIG 10. BYU in no way is looking to leave the BIG 12 but is always aware of its options. “How could they not be in this climate”.
— YouTube: The Monty Show (@TheMontyShow) July 11, 2026
They continued, sharing that the Big Ten "holds BYU in high regard for its academics, business performance including brand partnerships, and strong TV and ticket performance."
No, the Monty Show is not exactly "plugged in" to the degree many other regional reporters may be, so take this rumor for what it's worth -- understanding that it is likely a steep exaggeration at best -- while considering what it could mean for the program if true.
BYU athletics is rapidly becoming a premier brand for the Big 12 Conference, which is remarkable considering their infancy among the ranks of power conference leagues. BYU has long been considered a "Power Level" opponent dating back to the days of independence, but now with the Big 12 Conference, they've compounded consecutive double-digit win seasons, tallying 23 victories over the past two seasons, and more football wins than any other Big 12 member since joining the league.
In a college athletics landscape largely driven by football, being a powerful candidate both improves a program's abilty to remain relevant, and helps to avoid falling on the wrong side of inevitable conference realignment.
So while BYU likely won't be leaving the Big 12 Conference any time soon, it's always good to know the Cougars have options.
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