The Big 12 Conference is a major collegiate athletic organization in the United States, primarily focused on NCAA Division I sports. Established in 1994 and beginning play in 1996, the Big 12 was formed by merging four Texas schools from the Southwest Conference with the Big Eight Conference, creating a powerful league known for its competitive athletics and strong regional identity[1][3][4]. The conference operates across 16 universities spanning 10 states and four time zones, including recent additions such as Brigham Young University, University of Central Florida, University of Cincinnati, and University of Houston in 2023, as well as Arizona, Arizona State, Colorado, and Utah in 2024[1][3]. The Big 12 sponsors 25 sports across fall, winter, and spring seasons, with men's sports including football, basketball, baseball, wrestling, and track and field, and women's sports encompassing basketball, volleyball, softball, lacrosse, and equestrian among others. It conducts postseason championships in 24 of these sports, supporting a broad athletic ecosystem[3]. The conference boasts a rich history of success with 91 team NCAA national championships and 775 individual national champions, highlighting its prominence in collegiate athletics[3]. Throughout its history, the Big 12 has seen significant membership changes, with schools like Colorado and Nebraska leaving in the early 2010s, and Missouri and Texas A&M departing for the Southeastern Conference (SEC), which remains a key competitor. Despite these shifts, the Big 12 has maintained its brand and competitiveness, adapting strategically under leadership such as current commissioner Brett Yormark, who has emphasized marketing innovation and brand building since 2022[1][3]. Notably, the conference's geographic footprint and membership have evolved to balance tradition and expansion, positioning the Big 12 as an influential player in college sports business and media rights. Its headquarters in Irving, Texas, serves as a hub for coordinating operations, media partnerships, and championship event