if USF made a run in the playoffs a couple of times, it still would not be a major draw for the nations eyeballs during the regular season. "Big market" is a nothing burger anymore, and as far as media money is concerned, I don't see how they bring value. All that being said, UCF is out there on an island, and a travel partner could save millions for the schools traveling there for the non revs. In addition, I think we can all agree that the South East (Florida) and Texas have emerged as the best and deepest recruiting states. The question for the B12 is do they want to be in Florida, or don't they? There is very little, if any chance that Miami or FSU end up in the B12. Then you have the prospect of FSU and Miami going to the P2. USF is there for the taking, and the ACC have passed on them. No differently than UCF, Cincy, or WVU - or UConn for that matter. I'm way OK with UCF and Cincy in our conference even though they are not "brands" or bring in huge amounts of media money. They are a relatively close school to WVU, and since VT wasn't/isn't available, it seems to fit. (Pitt would be a better example for WVU) ** Edited by Big12 guy at 1/14/2026, 11:07:19 AM