The Big 12 Conference thrives on intense rivalries, and the BYU-Utah "Holy War" is a prime example of how these matchups elevate the entire league. This historic rivalry, now renewed within the conference, brings several key benefits:

• Increased Excitement and Viewership: The Holy War generates immense excitement and interest, not just within the state of Utah but nationally. These high-stakes matchups attract significant media attention and boost viewership for the entire Big 12.
• Enhanced Conference Profile: The rivalry adds to the overall excitement and competitiveness of the Big 12. It showcases the conference's depth and the passion of its fan bases, enhancing the league's national profile and attracting more attention from fans and media.
• Recruiting Advantage: The rivalry can be a significant recruiting tool for both programs. Top recruits are drawn to the intensity and importance of these games, and the opportunity to play in such a high-stakes environment can be a major selling point.
• Intangible Benefits: The rivalry adds a unique dimension to the Big 12, fostering a sense of community and shared experience among fans and alumni of both institutions.

The Holy War is more than just a football game; it's a cultural phenomenon that transcends sports. Its inclusion in the Big 12 elevates the conference's profile, enhances its competitiveness, and provides a unique and valuable element to the overall college football landscape.

By embracing and showcasing these intense rivalries, the Big 12 can further solidify its position as one of the most exciting and competitive conferences in college football.

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