In this episode of First and 12, we break down the value of every Big 12 team (From Athletic article) —on the field, in the media market, and at the negotiating table. Which programs bring the most to the conference right now, and which ones have the biggest upside moving forward? We also discuss which Big 12 team has the most potential to rise in the national rankings over the next few years and why their trajectory could change the conference’s future.

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