The persistent revenue gap between the "Power Two" (SEC and Big Ten) and the rest of college athletics has created a volatile environment where even the Big 12’s strongest brands, like Texas Tech, must remain strategically agile. As of April 21, 2026, the financial disparity is stark: Big Ten and SEC schools are projected to receive nearly 60% of the $1.3 billion annual CFP payout beginning next season. For a program like Texas Tech, which is currently coming off a Big 12 Championship and a College Football Playoff berth, the "move up" is no longer about seeking validation—it’s about securing the capital necessary to sustain elite-level recruiting and NIL infrastructure. Texas Tech’s path upward is paved by its recent dominance and "sleeping giant" market potential. By winning at a high level and securing top-five national recruiting classes, Joey McGuire has turned Lubbock into a destination that the SEC or Big Ten can no longer ignore based on geography alone. For these "Super Conferences," an ideal expansion target offers a combination of a massive, rabid fanbase and a high-functioning athletic department. Tech’s recent $242 million investment in south end zone and training facilities provides the "professional-grade" optics required for a seat at the big table. Other Big 12 brands, such as Arizona and Utah, could look to move by leveraging their basketball prestige or unique Western markets to fill "holes" in the Big Ten’s coastal footprint. However, the most likely scenario involves the Big 12 positioning itself as a "Super Conference" of its own. Rumors of a Big 12-ACC merger suggest a defensive maneuver where the "Middle Two" combine to control 50% of the NCAA Tournament's value, creating a third financial pillar that prevents poaching and keeps brands like Texas Tech at the forefront of the national conversation. Everydayer ClubIf you never miss an episode, it’s time to make it official. Join the Locked On Everydayer Club and get ad-free audio, access to our members-only Discord, and more — all built for our most loyal fans. Click here to learn more and join your team’s community: https://lockedonpodcasts.com/everydayerclub   Support Us By Supporting Our Sponsors! Indeed Listeners of this show get a $75 Sponsored Job Credit to help give your job the premium placement it deserves at http://Indeed.com/podcast FanDuel Today's episode is brought to you by FanDuel. Right now new customers can bet just five dollars and get two-hundred and fifty dollars in bonus bets if your first bet wins. Visit https://FANDUEL.COM to get started — Play Your Game.   FANDUEL DISCLAIMER: 21+ in select states. First online real money wager only. Bonus issued as nonwithdrawable free bets that expires in 14 days. Restrictions apply. See terms at sportsbook.fanduel.com. Gambling Problem? Call 1-800-GAMBLER or visit FanDuel.com/RG (CO, IA, MD, MI, NJ, PA, IL, VA, WV), 1-800-NEXT-STEP or text NEXTSTEP to 53342 (AZ), 1-888-789-7777 or visit ccpg.org/chat (CT), 1-800-9-WITH-IT (IN), 1-800-522-4700 (WY, KS) or visit ksgamblinghelp.com (KS), 1-877-770-STOP (LA), 1-877-8-HOPENY or text HOPENY (467369) (NY), TN REDLINE 1-800-889-9789 (TN) Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.