Baylor AD Mack Rhoades: Big 12 must be ready for 'movement' from Pac-12 schools if media negotiations collapse
The Pac-12 Conference has yet to have reached a new media rights deal as the 2024 expiration looms for its existing contract. Reports suggest the conference, which already lost USC and UCLA to the Big Ten, effective 2024, could be forced to rely heavily on streaming in order to land a new deal valuable enough to satisfy its 10 remaining members. Should the Pac-12 schools even reject that and begin to look for new homes, Baylor athletic director Mack Rhoades hinted the Big 12 should be proactive in trying to lure some of those schools into the conference.
"I am certainly not rooting for the demise of any particular conference, but I am also looking out for what is best for Baylor and what is best for Baylor is a really really strong Big 12, and one that secures its future but not over just the next six years but beyond," Rhoades recently told 365 Sports. "There is a short gain but also a long gain for this. It is dependent on what happens among the Pac-12. There may be movement if whatever media deal they are able to strike is not satisfactory. We have to be prepared for that and I think we are if that was to happen. Again, looking out for the Big 12, how do we strengthen ourselves?”
Rhoades, Baylor's AD since 2016, took things a step further by suggesting the Big 12 can do some damage in closing the gap with the SEC and Big Ten — the two most valuable leagues in college athletics — if the Big 12 is able to continue on its current trajectory.
"There is so much about the SEC and the Big Ten, and there is no reason why the conversation can't be about the SEC, Big Ten and the Big 12," Rhoades added.
Though Baylor and the Big 12 have already secured a new TV deal, Rhoades said he would not be elated as an athletic director if presented a media deal featuring a streaming service as a primary partner. "It would be disappointing to be quite frank," Rhoades told 365 Sports. "Where I go first is the brand of the conference, which means impact on recruiting. Conversations with my head coaches, in terms of brand building and linear space — I know everyone talks about cord cutting, but (TV) is still the way people follow college athletics. If you think about not just the event itself but the shows throughout the week and even on game day. With FOX, you think about game day and their shows. I think it would be a big disappointment for the athletic directors and their coaches."
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