Expanding the Reach: CBS and the Big 12's Soaring Basketball Prominence

The Big 12 Conference has solidified its position as a powerhouse in college basketball, and its partnership with CBS Sports is set to amplify its reach and visibility. With a new multiyear agreement, the network will broadcast an additional 20 men's basketball games per season, further elevating the conference's national profile and showcasing its elite student-athletes and programs.

Elevating the Big 12's Basketball Dominance

A Conference on the Rise

The Big 12 Conference has long been regarded as one of the premier basketball leagues in the nation, and its recent achievements have only cemented this reputation. In the 2024 NCAA Tournament, a Big 12-record eight teams earned bids, underscoring the depth and quality of the conference. Regular season champion Houston, playing in its first year in the Big 12, even earned a coveted No. 1 seed, further solidifying the conference's status as a national force.The Big 12's dominance extends beyond just tournament success. Last season, the conference posted the nation's best NET average (46.2) and strength of schedule (39.6), showcasing the overall strength and competitiveness of its programs. This consistent excellence has made the Big 12 a must-watch destination for college basketball fans across the country.

Expanding the Broadcast Reach

The new agreement with CBS Sports is a significant step in amplifying the Big 12's national visibility. By adding 20 additional men's basketball games to the network's coverage, the conference will reach an even wider audience, exposing its elite talent and thrilling matchups to a larger pool of viewers."Growing our presence on CBS Sports will deliver Big 12 basketball to even more fans across the country," said Big 12 Commissioner Brett Yormark. "The additional nationally televised games will continue to grow our brand as the best conference in college basketball and showcase the elite student-athletes and programs from our 16 institutions."This expanded partnership with CBS Sports, which runs through the 2026-27 season, builds upon the network's existing coverage of the Big 12. Currently, CBS and its streaming platform, Paramount+, broadcast a minimum of six conference games annually, providing a solid foundation for the enhanced exposure.

Elevating the Big 12 Brand

The increased presence on CBS Sports will undoubtedly elevate the Big 12's brand and reputation as a premier basketball conference. With more nationally televised games, the conference will have the opportunity to showcase its top talent, captivating storylines, and intense rivalries to a wider audience."The Big 12 is one of the nation's signature basketball conferences with marquee schools, student-athletes and coaches along with a rich history in the sport," said Dan Weinberg, Executive Vice President of Programming at CBS Sports. "This expanded partnership will allow us to further highlight the conference's elite programs and talent, providing fans across the country with even more access to the best in college basketball."As the Big 12 continues to assert its dominance on the national stage, this enhanced media coverage will play a crucial role in solidifying its status as a must-watch destination for college basketball enthusiasts. The additional exposure will not only attract new fans but also deepen the connection between the conference and its existing supporters, further cementing the Big 12's position as a true powerhouse in the sport.

Capitalizing on the Big 12's Momentum

The timing of this expanded partnership with CBS Sports couldn't be better, as the Big 12 is riding a wave of momentum and success. With a record-breaking number of tournament bids, a No. 1 seed, and the nation's top statistical rankings, the conference is poised to capitalize on this surge in popularity and visibility.The increased television coverage will allow the Big 12 to showcase its depth, talent, and competitive spirit to a wider audience, potentially attracting new recruits, fans, and media attention. This, in turn, could lead to even greater success on the court, further solidifying the conference's status as a premier destination for college basketball.As the Big 12 continues to assert its dominance and the CBS Sports partnership expands, the future of the conference's basketball program looks brighter than ever. Fans across the country can look forward to an even more immersive and engaging experience as they tune in to witness the thrilling action and elite talent that the Big 12 has to offer.