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Cincinnati.com: Big 12 money will impact UC athletic revenue, reach

Joining the Power Five conference means a much bigger piece of the collegiate athletics revenue pie

headshot of Bill Bangert By Bill Bangert 513-558-4519
3 minute read July 3, 2023

UC celebrated joining the Big 12 on July 1, a move that will see a dramatic increase in both revenue and media exposure. Cincinnati.com published a story about the news, reporting that by making the College Football Playoff in 2021, UC earned $6 million to be distributed by the AAC to member teams. The ESPN media deal which began in 2020 earned a little less than $7 million per school. That's all about to take a Big 12 leap.

Completed last fall by Commissioner Brett Yormark prior to the agreed-upon negotiating window, the Big 12 added a six-year extension for $2.28 billion which runs through 2030-31. The deal with ESPN and Fox has an annual average of $380 million per year and is projected to pay each school $31.7 million. Translated, UC has quadrupled what they were earning in the AAC, Cincinnati.com reported.

“There’s a lot of momentum with the commissioner Brett Yormark and everything the Big 12’s doing,” UC AD John Cunningham said. “We’re in a great spot.”

The story went on to say football coach Scott Satterfield's crew just had a huge recruiting weekend and top-notch players continue to visit and/or commit. Earlier this summer, UC's 2024 class was rated higher than any of the other Big 12 schools though they hadn't yet played a game at Nippert Stadium in the new league. 

“It’s a lot of talk for media people and fans and that type of thing,” Satterfield said. “If you’re not picked high, you’ve got to go out there and prove it. As a coach, you have to prove it anyway. I think we’re putting together a football team that’s going to be very competitive to go out there and compete in the Big 12.”

Read the entire story here. 

Read more about new UC football coach Scott Satterfield here. 

Read more about UC athletics joining the Big 12 here.

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