They had a long stretch where their media deal alone was #1 too. They really care about getting the biggest check and if they aren’t they’ll get grumpy when they lose.
I KNOW. LONG. But, heck it was fun to write...
From the hindsight seat, this is how I saw things played out:
Texas: Sweet deal we have with LHN. Largest $$$ of any school
ESPN: Not so fast. We screwed up giving you that deal cause it's not panning out for us. Expect a dramatic cut in LHN revenue next round. BUT, we have a better idea. We'll foot you, not quite as much, but more than this conference if you move over to SEC, but only if you get OK to come with you. That way we can dissolve the B12 conference, make SEC even more profitable, and get other B12 brands to the SEC for a song after they disband.
Texas: How much we talking about?
ESPN: You had your chance with LHN, but because you sucked during this time, we couldn't get the revenue we expected from it. So, we hold all the cards here now. Don't worry. You'll still get a big paycheck. Just not as much as the LHN.
Texas: Crap. Hey Oklahoma, have we got a deal for you.
A&M: WHAT? Psssst. B12. Guess what's brewing?
B12: WHAT? Hey Houston, UCF, Cinci, and BYU. Have we got a deal for you.
ESPN: For crying out loud. This whole thing is backfiring. But, we still hold the cards. Well played B12. Plan B. Let's try the same thing with the P12.
ESPN: Hey Fox, let's face it. Our budgets were blown on the B1G/SEC contracts. But, here's our plan which works out for both of us.
P12: C'mon guys. We're worth more than that.
ESPN: Hey B12, we gave you that sweet deal for other P5 teams for a reason. Now use it.
Fox: We want to help you B12, but we're too busy onboarding the bigger P12 brands to our B1G plan.
B12: Hey CO, you've been bleeding $$$$ since the P12. You just extended yourself for Prime. You NEED the money. And, you're a crucial piece in ESPNs master plan.
CO: Not a bad idea. Ok!
B12: Hey AZ. CO is going to move, so best for you to get discussions going now so you, too, can have full share.
AZ: We are SOOO on board for this cause we likey your basketball league
B12: Hey UT and ASU. You're so screwed. But, hey, we're nice guys. We've ponied up from the other members to bring you in on equal shares.
UT and ASU: Grrrrrrrr. But hell. We have no choice.
Oklahoma: 11:00am kickoffs? WAHAAAAAAAAA!
Texas: Georgia, Alabama, Auburn, LSU, and Florida in the same season? WAHAAAAAAAA!
B12: Ohhhh BOYS. Basketball is being broken out now. $$$ gap shrinking. Our parity is selling more. Networks likey likey.