The Big 12 Conference has been nothing short of a whirlwind over the past week, marked by a major championship, postseason selection drama, and a groundbreaking business announcement that reinforces its "New Look" identity.1. Championship and CFP BreakthroughThe week started with the Big 12 Championship Game where Texas Tech defeated BYU in a commanding fashion (34-7). This victory propelled the Red Raiders to a 12-1 record, securing the Big 12's automatic bid to the expanded College Football Playoff. The subsequent CFP rankings confirmed Texas Tech as the No. 4 seed, earning them a crucial first-round bye straight to the Orange Bowl Quarterfinal—a massive statement for the restructured league.2. Bowl and Political FalloutWhile the Big 12 celebrated Tech's CFP inclusion and the bowl selections for seven other teams, drama erupted over the bubble. Commissioner Brett Yormark publicly backed the CFP committee's decision, despite BYU's exclusion, and notably criticized Notre Dame's Athletic Director for his "egregious" outrage over the Irish being left out. This positioned the Big 12 as a stable, unified partner in the new CFP ecosystem, contrasting sharply with the ACC's turmoil. Adding to the controversy, the conference levied $500,000 fines on Iowa State and Kansas State for opting to skip bowl games, underscoring the conference's commitment to fulfilling its postseason obligations.3. NFL Partnership AnnouncementPerhaps the most significant long-term news was the conference's announcement of a strategic partnership with the NFL. This collaboration aims to align the two organizations on everything from officiating development and emerging technology to global growth initiatives. This unprecedented move further showcases the Big 12's innovative, business-forward approach under Yormark, establishing a distinct brand identity separate from the traditionalist SEC/Big Ten dynamic. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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