The 2026 recruiting cycle is still relatively early, but BYU, Texas Tech, and Baylor have indeed made some impressive waves, showing a strong surge in their recruiting efforts. It highlights the impact of their new Power Four conference affiliation and aggressive strategies under their respective coaching staffs.

Here's a look at why their 2026 classes are generating so much excitement:

BYU's 2026 class is shaping up to be one of the best in program history, a significant leap for a program that often hovered outside the top 50 in recruiting rankings. As of mid-July 2025, BYU's class has been highly ranked nationally, even briefly reaching the No. 1 spot in the Big 12.

Key highlights and reasons for their success:

Elite Talent: The class is headlined by five-star quarterback Ryder Lyons (Folsom, CA), a massive get for the Cougars. They've also secured commitments from highly-rated in-state talents like four-star tight end Brock Harris (Pine View, UT) and four-star offensive lineman Bott Mulitalo (Lone Peak, UT).

National Reach: While traditionally strong in Utah, BYU is expanding its reach, landing commitments from players in Arkansas (LB Braxton Lindsey) and Oklahoma (DL Nehemiah Kolone), among other states, often beating out other Power Four programs.

Jay Hill's Impact: Defensive coordinator Jay Hill has been credited with the significant improvement in recruiting, noting that being a Power Four program has made a "world of difference."

Consistency: The Cougars have accumulated a solid number of commitments early in the cycle, with many highly-rated three-star prospects and several four-stars, signaling a consistent ability to attract talent.

Texas Tech has also been on an incredible run in 2026 recruiting, demonstrating the impact of a strong NIL program and Coach Joey McGuire's relentless approach. They have also held the No. 1 spot in the Big 12 recruiting rankings at points.

Factors contributing to their strong class:

Five-Star Anchor: A huge commitment from five-star offensive tackle Felix Ojo (Mansfield Lake Ridge, TX) immediately elevated their class to an elite level. This is the type of blue-chip talent that can transform a program.

Beating Out Powerhouses: Texas Tech has reportedly beaten out traditional giants like Ohio State, Texas, Notre Dame, and Michigan for some of their elite prospects, showcasing their growing appeal and resources.

Depth of Talent: Beyond Ojo, they've secured commitments from multiple four-star prospects, including running back Ace Rowden and safety Donovan Webb, along with a strong contingent of highly-rated three-star players, particularly from the talent-rich state of Texas.

NIL Prowess: Reports suggest that Texas Tech's NIL program is among the most competitive in the country, playing a significant role in their ability to attract and secure top talent.

Baylor has shown strong momentum in the 2026 class, particularly with a flurry of recent commitments that have propelled them up the Big 12 and national rankings.

Key aspects of their strong recruiting:

Blue-Chip Additions: Baylor has landed commitments from several four-star prospects, including defensive lineman Jamarion Carlton (Temple, TX) and wide receiver Jordan Clay (San Antonio, TX). They also recently secured a commitment from four-star safety Jordan Deck.

Local Focus: The Bears have been effective in locking down talent from their strong recruiting grounds in Texas, with several key commitments coming from within the state.

Consistent Flow: Baylor has been steadily adding commitments, showcasing a consistent effort from the coaching staff to build out their class early. Recent weeks have seen a surge in pledges, indicating strong momentum.

Overall, the early success of BYU, Texas Tech, and Baylor in the 2026 recruiting cycle is a clear signal of the shifting landscape in college football, particularly within the newly expanded Big 12. These programs are leveraging their conference affiliation, coaching stability, and, importantly, the opportunities presented by NIL to compete for and win battles against traditional recruiting powerhouses. It promises to make the Big 12 even more competitive in the coming years.

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Provo, Utah, distinguishes itself through a unique combination of natural beauty, economic vitality, and a strong community foundation, with Brigham Young University (BYU) at its heart. Nestled against the majestic Wasatch Mountains and adjacent to Utah Lake, Provo offers unparalleled outdoor access for hiking, skiing, and water sports, making it a haven for nature enthusiasts.

Economically, Provo is a thriving tech hub within "Silicon Slopes," attracting major companies and fostering a robust startup scene, bolstered by the skilled workforce supplied by both BYU and Utah Valley University. BYU, as a prestigious private institution, significantly shapes the city's intellectual and cultural landscape, contributing to a steady flow of talented graduates and enriching the community with diverse academic and sporting events.

The city is renowned for its family-friendly atmosphere, low crime rates, and strong community values, often influenced by the predominant culture of The Church of Jesus Christ of Latter-day Saints. This creates a safe, clean, and welcoming environment, with social life often centered around family and church activities. BYU's prominent presence amplifies this community spirit, from its campus events to the patriotic Stadium of Fire celebration at LaVell Edwards Stadium. This blend of natural splendor, economic opportunity, and a distinct, community-oriented culture, largely shaped by BYU, makes Provo a truly special place to live and visit.

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SEC's fear of Big 12 dominance? Conference rivalries heat up as scheduling debates intensify. Is the SEC's late-season "cupcake" strategy a sign of weakness?

Jake Hatch and the Big 12 Squad dissect the growing tension between conferences, analyzing Brett Yormark's playoff model impact and Greg Sankey's response. The hosts explore how NIL deals are reshaping recruiting landscapes and team rankings. BYU's innovative tourism initiative for visiting fans takes center stage, sparking discussions on enhancing the college football experience.

From comparing Big 12 powerhouses to SEC and Big Ten titans, to debating the merits of various college towns, this episode offers insider perspectives on the evolving dynamics of college football. Tune in for a deep dive into the strategies shaping the future of the sport and the conferences vying for supremacy.

The assertion that Rivals (and other recruiting services) "dilute" Big 12 recruits' rankings after they commit to schools like BYU and Baylor is a common sentiment among fan bases outside of the traditional recruiting powerhouses (SEC, Big Ten, and increasingly, ACC). While "dilution" might be a strong word, the perception stems from a few factors inherent in how recruiting services operate and the biases that can exist, even if unintentional.

Here's a breakdown of the perceived issue:

1. The "Big Board" vs. "Commitment" Bump/Drop:

Initial Evaluation: Recruiting services like Rivals, 247Sports, and On3 create initial rankings based on film, camp performances, and in-person evaluations. These are often considered a "pure" assessment of talent.

The "Blue Blood" Effect: There's a widely acknowledged, though often denied, phenomenon where prospects who commit to traditional powerhouses (e.g., Alabama, Georgia, Ohio State, Texas, USC, Notre Dame) sometimes see a slight bump in their ranking or are less likely to see a significant drop. The rationale, from the services' perspective, is that if these elite programs are investing heavily in a player, it validates their talent, as those programs have a strong track record of identifying NFL-caliber players.

The Perceived "Big 12/Non-Blue Blood" Effect: Conversely, when a highly-rated prospect commits to a Big 12 school, or a school traditionally not in the top tier of recruiting (like BYU or Baylor, despite their recent successes), there can be a perception that their ranking either stagnates or even slightly drops. Fans interpret this as the services doubting the player's true potential now that they're not going to a perceived "NFL factory." The argument is that the lower-tier program doesn't "validate" the player's talent in the same way, or that the services' scouts subconsciously put less stock in a player heading to a perceived lesser conference.

2. Focus on Exposure and Camps:

Rivals, in particular, has a strong emphasis on their camp series (Rivals Five-Star Challenge, etc.) for evaluations. Players who attend and perform well at these national events tend to maintain or improve their rankings. If a player commits early to a school that doesn't push them to attend such events, or if the player isn't actively seeking that kind of exposure after committing, their ranking might not get the same re-evaluation bumps that uncommitted or "blue blood" committed players might.

3. The "Composite" Factor and Individual Service Differences:

It's important to remember that most discussion around "star ratings" often refers to the Composite ranking (e.g., 247Sports Composite), which aggregates rankings from multiple services (Rivals, 247Sports, ESPN). A perceived drop by Rivals might be offset by another service, or vice versa.

Each service has its own methodology. Rivals, for instance, has been criticized in the past for putting more emphasis on camps, while 247Sports might lean more on film. These different approaches can lead to disparities.

4. The "Under-Evaluation" Argument for Big 12 Programs:

Many Big 12 fans argue that their schools, especially those with unique recruiting strategies (like BYU with its mission-first approach, or Texas Tech/Baylor with strong regional ties and developing NIL programs), often find and develop talent that recruiting services might initially overlook or under-rate. When these players go on to succeed at the collegiate level, it reinforces the perception that the services might have initially "missed" on their true potential, perhaps due to a bias towards more traditional pipelines.

In the specific context of BYU and Baylor's recent 2026 recruiting success: Both programs have landed highly-rated recruits, including five-stars for BYU (Ryder Lyons) and Texas Tech (Felix Ojo), and multiple four-stars for Baylor. If any of these players see a decline in their ranking after commitment, despite continued strong performance, it will undoubtedly fuel these "dilution" concerns among their respective fanbases. The hope for these programs is that their new Power Four status will eventually translate into consistent, higher evaluations for their recruits from all services.

Ultimately, while recruiting services strive for objectivity, the human element in evaluation, combined with the weight given to "blue blood" programs and national exposure, can lead to the perception (and sometimes reality) of certain conferences or schools seeing their committed recruits evaluated differently.

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Utah Utes defensive back Smith Snowden found himself at the center of intense speculation regarding potential tampering by BYU, particularly concerning Name, Image, and Likeness (NIL) offers, as the transfer portal period opened. These rumors were widely discussed on various fan forums and local sports talk radio, especially given the intense "Holy War" rivalry between the two programs.

While official comments from Snowden himself directly addressing specific tampering allegations have been limited, his actions and subsequent social media posts spoke volumes. After significant buzz about large NIL offers from BYU, Snowden ultimately reaffirmed his commitment to the Utah Utes.

In April 2025, amidst the swirling rumors, Smith Snowden posted a message on social media that read: "The pride and tradition of the Utah Utes will never be entrusted to the timid or the weak. Go Utes." This public declaration was widely interpreted as a direct response to the rumors and a strong commitment to staying with the Utes, despite any outside influences or offers.

This situation highlights several key aspects of the current college football landscape:

The Wild West of the Transfer Portal and NIL: The NCAA's current framework for the transfer portal and NIL has created a very fluid environment where allegations of tampering are common. While direct evidence is often scarce, the intense competition for talent, coupled with significant NIL opportunities, fuels speculation.

The Intensity of the Utah-BYU Rivalry: The "Holy War" ensures that any player movement, especially between the two programs, is scrutinized heavily and often leads to accusations and counter-accusations from both fan bases. The idea of a Utah player, particularly a promising local talent like Snowden, transferring to BYU for NIL money ignited a fierce debate.

Player Agency and Decisions: Ultimately, the decision rests with the student-athlete. While external factors like NIL offers undoubtedly play a role, players also weigh factors like fit within the program, coaching relationships, academic pursuits, and potential for NFL development. Snowden's decision to remain at Utah suggests that, for him, the overall package offered by the Utes outweighed any potential offers from their rival.

While no formal NCAA ruling on tampering was publicly announced regarding Snowden's situation, his public commitment to Utah served as a powerful statement in the midst of a highly charged rivalry.

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Big 12 Commissioner Brett Yormark has consistently emphasized that the "Big 12 is open for business," a mantra he first declared at his introductory press conference in July 2022 and has continued to reiterate, most recently at the 2025 Big 12 Media Days. This isn't just a catchy phrase; it represents a comprehensive and aggressive strategy to elevate the conference's profile, financial standing, and global reach in a rapidly evolving college athletics landscape.

Here's what "open for business" truly signifies for the Big 12 under Yormark's leadership:

Beyond Realignment – Monetizing Opportunities: While expansion (such as the recent additions of Arizona, Arizona State, Colorado, and Utah) has been a significant part of the Big 12's recent past, Yormark's "open for business" philosophy extends far beyond merely adding new members. It's about actively monetizing every possible opportunity for the conference and its institutions. This includes:

Diversifying Partnerships: The Big 12 has actively pursued new sponsorship deals, bringing marketing and sponsorship sales in-house, and forming partnerships with major brands like WWE and Microsoft.

Innovation in Revenue Models: Yormark is exploring novel revenue streams that other Power Four conferences might shy away from, such as naming rights for conference assets, exploring private equity investment, and even considering uniform patches. He's determined to be at the "cutting edge" of commercialization in college athletics.

Global Expansion: A key part of the "open for business" strategy is to make the Big 12 a global brand. The conference has already scheduled football games in Dublin, Ireland (Kansas State vs. Iowa State in 2025, TCU vs. North Carolina in 2026), and has plans for women's basketball in Paris and potential baseball games in Mexico City. Yormark sees these international ventures as crucial "impetus" for future global engagement, believing the Big 12 can "win globally big time."

Strategic Positioning for Long-Term Relevance: Yormark's vision is about securing the Big 12's long-term relevance and financial health in a landscape increasingly dominated by the SEC and Big Ten. He wants the Big 12 to be consistently part of the "conversation at the highest levels" of college athletics. His proactive approach, including securing a new media rights deal early (a six-year, $2.28 billion deal with Fox and ESPN), has helped stabilize the conference and position it favorably.

Confidence in Competitive Depth: Despite facing skepticism about its standing among the "Power Four," Yormark consistently expresses strong belief in the Big 12's competitive balance, proclaiming it will be the "deepest football conference in America." He ties this to his advocacy for the "5+11" College Football Playoff model, which he believes allows teams to "earn it on the field" and will enable multiple Big 12 teams to earn playoff bids annually. He sees this as a defense against a "professional model" that might guarantee more spots to other conferences.

In essence, Brett Yormark's "Big 12 is open for business" declaration is a statement of intent: the conference is not content to merely exist; it is actively pursuing growth, seeking out new opportunities, and aggressively positioning itself as a modern, market-savvy powerhouse in college sports.

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The Athletic, a prominent sports media outlet, recently released a ranking of the top 100 rivalries in college football. Much to the potential dismay of fans of the Utah Utes and BYU Cougars, the "Holy War" did not land within the top 25 of this list. While the exact ranking for the Holy War varies across different articles and lists from The Athletic, it generally falls outside the elite tier. For instance, in a list compiled by Scott Dochterman of The Athletic, the Utah-BYU game was ranked as the No. 28 best rivalry game in the country, sandwiched between Stanford-Cal (No. 29) and Oregon-Oregon State (No. 27). It's worth noting that The Athletic also published a separate ranking specifically for the "best rivalry names," where "Holy War" fared much better, coming in at No. 4 on Chris Vannini's list. This highlights the recognition of the rivalry's unique and impactful moniker, even if its on-field intensity or historical prominence in the national conversation didn't place it among the very top rivalries in college football. The general sentiment for rivalries ranked outside the top 25, including the Holy War, often points to a lack of consistent national championship contention from both programs over the past several decades, compared to perennial powerhouses like Michigan-Ohio State or Alabama-Auburn. Despite this, the Holy War remains a deeply significant and passionate rivalry for fans in Utah, fueled by proximity, cultural differences, and a long history of intense matchups. Follow & Subscribe on all Podcast platforms… 🎧 https://link.chtbl.com/LOBig12?sid=YouTube Locked On College Conferences, HBCU, Basketball & More 🎧 https://linktr.ee/LockedOnCollege Follow on Twitter: https://twitter.com/drakectoll Follow the show on Twitter: https://twitter.com/LOBig112

BYU Head Coach Kalani Sitake has publicly expressed his desire for college football teams, particularly those in the newly formed "Power Four" conferences, to schedule multiple non-conference games against each other. Speaking at Big 12 Media Days, Sitake issued a challenge, stating: "We play three non-conference games. I would love to play an ACC team, an SEC team, and a Big Ten team. Line 'em up; let's do this. Why can't we do that?"

Sitake's position aligns with the sentiment of "let's settle it on the field," a philosophy he shares with Big 12 Commissioner Brett Yormark, who advocates for a 5+11 College Football Playoff model (five automatic qualifiers and eleven at-large bids).

For Sitake, this aggressive non-conference scheduling offers several benefits:

Boost Strength of Schedule: Playing consistently tough opponents from other Power Four conferences would significantly enhance a team's strength of schedule, which is a crucial factor in College Football Playoff rankings and overall national perception.

Attract Elite Recruits: High-profile matchups against top-tier programs are a powerful recruiting tool, demonstrating a program's commitment to competing at the highest level.

Fan Engagement: These "must-watch" matchups early in the season would generate immense fan interest and excitement.

National Legitimacy: For a program like BYU, which recently joined the Big 12, consistently facing and performing well against established Power Four teams helps build national legitimacy and respect. Sitake believes this would "show everyone who is legit, and who's playing make-believe."

Sitake isn't simply "talking smoke"; he has made it clear he's prepared to back up his words with results on the field. This strategic approach aims to elevate BYU's profile and ensure the Cougars are consistently challenging themselves against the best in college football.

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Big 12 Media Days Shake Up College Football Landscape. Is a new era of NIL deals and conference realignment on the horizon?

Parker Ainsworth, Jake Hatch, and JT Worcestershill break down the biggest stories from Frisco, Texas. The hosts analyze Joey Maguire's call for player contracts, Brett Yormark's firm stance on playoff formats, and the debate over Big 12's depth. Key topics include the enforcement of NIL rules, the 5+11 format's impact on conference standing, and the pros and cons of parity vs. dominant teams.

Don't miss this insider look at college football's future. Will the Big 12 emerge as the deepest conference in the nation?

Big 12 Commissioner Brett Yormark is a strong and consistent advocate for the "5+11" model for the future of the College Football Playoff (CFP). He has reiterated this stance, including at recent Big 12 Media Days, as discussions continue about expanding the playoff to 16 teams, which is anticipated by 2026.

The 5+11 model, for a 16-team playoff, would feature:

Five automatic qualifiers (AQs): These spots would be given to the champions of the five highest-ranked conferences. This typically means the champions from the "Power Four" conferences (SEC, Big Ten, Big 12, ACC) and the highest-ranked champion from the "Group of Five" conferences.

Eleven at-large bids: The remaining 11 spots would be awarded to the next highest-ranked teams in the country, irrespective of their conference affiliation.

Yormark, often aligned with the ACC, champions this model for several reasons:

"Earn it on the field": He firmly believes in a merit-based system where teams earn their playoff spots through their performance, rather than through pre-determined conference allocations. Yormark argues that this approach protects the unique essence of college football and distinguishes it from a "professional model" like the NFL.

Fairness and equity: Yormark views the 5+11 model as a more equitable solution compared to other proposals, such as one favored by the SEC and Big Ten that would grant their conferences more guaranteed automatic bids (e.g., a 4-4-2-2 model). While he acknowledges that the 5+11 model might not always immediately benefit the Big 12, he sees it as the correct long-term strategy for the sport and his conference's growth.

Confidence in Big 12 competitiveness: Despite shifts in conference alignments, Yormark is confident in the Big 12's depth and believes its teams can consistently earn multiple at-large bids under a 5+11 system. He highlights the parity within the Big 12 and expects its top teams to compete for playoff berths. He has stated he "fully expect[s] the Big 12 to earn multiple College Football Playoff bids this year."

Modernizing the selection process: Yormark has noted that a "full audit" of the CFP selection process is underway to modernize how teams are chosen, incorporating new metrics and data. He trusts the selection committee to fairly evaluate teams under the 5+11 model.

In essence, Yormark's advocacy for the 5+11 model reflects his vision for a competitive, merit-driven college football landscape where the Big 12 can secure its place among the sport's elite by performing on the field.

Sources