Big 12 football media days kicked off on Tuesday, and with the season less than two months away, there’s always a ton of hype as to what’s coming to the conference this upcoming season.
The Big 12’s Monster Deal
Media Days kicked off with an energy jolt as the conference announced that Monster Energy is now the official entitlement partner of the Big 12. According to the Sports Business Journal, the deal is set to give Big 12 member schools $1 million annually from the $20 million the conference is set to receive from the energy drink company.
In return for the money, football and basketball uniforms will now feature Big 12/Monster jersey patches. The co-branded logos will also appear on fields and courts throughout the conference. The Big 12’s regular season will also be given new branding, referred to as “Monster Energy Big 12 Football” and Monster Energy Big 12 Basketball.”
While Monster Energy wouldn’t have been my first choice, they may have been the ones to offer the most money. If that’s the case, I am totally fine with it, and I admit it will take me a bit to get used to it. I totally understand why the Big 12 made the move.
No Comment on Brendan Sorsby
We all knew that someone was going to ask Big 12 commissioner Brett Yormark about Brendan Sorsby. It was only a matter of time before it happened, but what I didn’t see coming was Yormark not wanting to comment on the situation.
“Let me start off by saying I appreciate the question,” Yormark said. “I appreciate other questions that are probably going to come forth today. Today’s not the time to address that issue. Today’s about celebrating the upcoming football season and celebrating our 16 schools.”
Typically, Brett Yormark isn’t afraid to speak his mind and share his take on certain topics, so I was a bit surprised when he decided not to. Maybe if Sorsby were still trying to play for Texas Tech, things would be different, but with him moving on to the NFL, perhaps it was best for everyone to focus on the season ahead and leave that whole thing behind.
Will Hammond Could Be Ready Week One
Speaking of Brendan Sorsby being gone, all eyes are now on Texas Tech quarterback Will Hammond, who is expected to be the Red Raiders’ starter. Last season, Hammond showed flashes of greatness in backup duty before going down with a torn ACL late in the year.
Will was expected to miss the early part of the 2026 season, but it appears that his recovery has gone better than expected. “I think he could be, I really do,” Texas Tech head coach Joey McGuire said when asked if Hammond could be ready to go for Week One.
That is great news for Texas Tech, who had had a full offseason of uncertainty at the quarterback position. We already know Texas Tech has no shortage of talent, but they needed a quarterback who could take them to the next level and compete for a national championship. Hopefully, Will Hammond can be that guy for them.
Arizona State’s Biggest Challenge This Season
It’s no secret that last season was an absolute roller coaster for Arizona State. They were the preseason favorites to repeat as Big 12 champions, but were derailed by injuries and finished 8-4.
On top of that, the Sun Devils lost several key pieces from last year’s team, including star quarterback Sam Leavitt, who is now in Baton Rouge. While there are plenty of new faces in Tempe, the biggest challenge is the travel schedule.
“Our biggest challenge is managing the scheduling”, said Arizona State head coach Kenny Dillingham. “After playing at Texas A&M, we are going straight to London.” When he said that, I didn’t realize how quickly his team had to pack up and head across the pond.
Not many college football teams are willing to do that, but Dillingham said it is a once-in-a-lifetime opportunity for him and his players. That is a great attitude to have for such a quick turnaround to play a game overseas.
The Preseason Big 12 Player of the Year is Locked In
After rushing for over 1,300 yards and 12 touchdowns last season, BYU running back LJ Martin is poised to have another big year. He was named Big 12 preseason offensive player of the year, but if you ask LJ, that doesn’t mean anything.
“It doesn’t mean much to me, as at this time last year, I wasn’t on any preseason teams,” Martin said. “I’m just trying to stay focused and win as many games as possible. I’ll let the results be the results. That’s how I went into it last year, and I had a pretty good season, so I want to have that same mentality.”
It’s clear that he isn’t letting last season’s success go to his head, and that is the kind of chip-on-the-shoulder type of attitude every coach loves from one of his players. LJ is certainly the top running back in the Big 12 coming into 2026, and he has a chance to be one of the best in the country as well.
