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TNT is treating the Big 12 like a flagship property. Why WBD’s investment is a game changer.
If you’ve been paying attention, it’s clear: WBD/TNT is treating the Big 12 as a premium property, pouring resources into production like it’s their crown jewel.
This is what happens when a network recognizes the value the Big 12 provides. It’s a tease of what could be with future investment.
1. Elite Production Value
TNT has rolled out polished studio shows and dedicated shoulder programming. That’s real value creation for the schools and the Big 12 brand.
The studio pre and postgame show is anchored by Adam Lefkoe, with analysts Victor Cruz, Champ Bailey, and Takeo Spikes. On the broadcast, you’ve got J.B. Long, Mike Golic Jr., and Allie LaForce.
Recognizable, trusted names that make every Big 12 broadcast feel like a national event.
2. Shoulder Programming That Screams Investment
TNT built a content ecosystem around the league:
• XII Uncovered — docuseries-style all-access show providing a behind-the-scenes look at the teams and players.
• Field Study — Bleacher Report original with players and coaches breaking down film.
• Alumni Walk — B/R original showing legends at tailgates and gameday culture.
• Inside the 12 — the Big 12’s official weekly show, produced by Big 12 Studios and airing nationally on truTV and HBO Max.
It’s like they’re begging us to notice how undervalued we are.
No one builds this level of original programming for a sublicense. It’s a statement of intent, proof they’re aiming at something bigger.
Just a few years ago, many Big 12 games were buried on ESPN+. Now, TNT is giving us national pregame shows & documentary level storytelling. The shift is dramatic.
3. Promotional Muscle
NFL Opening Weekend ads in front of the biggest audience in sports.
Cross promotion during TNT’s French Open telecast.
Bleacher Report, House of Highlights & HBO Max amplification to millions of fans beyond cable.
This is a preview. WBD is proving to the Big 12 what’s possible, making their case for the next rights cycle before it even begins.
4. Basketball Is Next
TNT will broadcast 15 Big 12 men’s basketball games.
After seeing what they’ve done for football you know what’s coming: high energy broadcasts, elite studio shows & shoulder programming with true national spotlight. Combine that with the Big 12’s dominance on the court & it’s a monster waiting to happen.
No network is better positioned for Big 12 basketball than TNT. They’ve perfected the NBA broadcast model & now they get to apply that magic to the best basketball conference in the country.
5. All-In On Just One Game a Week
Here’s the kicker: this is all for one college football game per week.
Just 13 games. A sublicense.
And yet look at what they’ve built: full studio shows, shoulder programming, cross promotion, HBO Max integration & Bleacher Report delivering content across social, app & YouTube to millions.
No one builds this for a sublicensed package unless they see long-term value.
Imagine what they’d do as a full Tier 1 partner:
Weekly showcases across TNT, TBS, truTV, and Max.
Year-round shoulder programming.
Elite production & promotion across every WBD property.
This isn’t a sublicense. This is a showcase. If this is the floor, imagine the ceiling.
Big picture:
WBD/TNT coming on board is the best thing that’s happened to Big 12 media in years. They’re investing in elite production, storytelling, and promotion, positioning the Big 12 as a strategic asset that deserves center stage with real long-term leverage.
Now it’s on fans to show up, watch & engage with the programming they’re offering.
TNT is all-in on the Big 12, proving this league is worth investing in. And if you’ve ever wondered how powerful the Big 12 could be with true investment, you’re watching it unfold right now. The best part? Fans are finally seeing their conference get the spotlight it deserves. #BIG12onTNT
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