school/program/brand/market ... etc. brings more money to the Big 10 or SEC? There are not many that increase the payouts of those media contracts - actually, only one. There are a few that hold their own, and would not decrease the payouts - but I think it ends there. The Big 10 has now won 3 football national championships in a row, and clearly has the largest media deal. They are currently holding up the playoff expansion for more automatic qualifiers. Why expand? It would be easier for the SEC to expand, but again, which schools rise to the level of Texas and Oklahoma? Again, some that could certainly hold their own, and probably deserve to be in that group, but how many actually bring MORE value tot he SEC schools? Not a single program in the BIG or SEC will vote to take less media money, not a one. ** Edited by Big12 guy at 1/25/2026, 10:28:10 AM