Big 12 Conference Announces ‘Big 12 Mexico’
According to a press release, the Big 12 Conference has announced plans to launch its first-ever international extension, named Big 12 Mexico, which will see Big 12 men’s and women’s basketball, women’s soccer and baseball games held in Mexico.
The first-ever event for the extension will feature a men’s and women’s basketball matchup between Kansas and Houston, held in Mexico City at Arena CDMX in December of 2024.
After the launch of Big 12 basketball in Mexico, women’s soccer and baseball teams will participate in exhibitions against clubs from the region.
Additionally, the conference is exploring establishing a football bowl game in Monterrey, starting in 2026. If established, this would be the first-ever FBS bowl game played on Mexican soil.
“Mexico is a natural extension to the Big 12 footprint, and I’m thrilled to introduce Big 12 Mexico as the Conference’s first-ever international presence,” said Commissioner Brett Yormark. “Through Big 12 Mexico, our student-athletes will have the opportunity to compete in an international setting, and our Conference will have the chance to showcase our brand across Mexico.”
To help build awareness and fandom in the area, FOX and ESPN plan to help seed the Big 12 product across Mexico and Spanish-speaking communities through their ESPN Deportes (U.S – based), ESPN Mexico and ESPN on Star+ (Mexico – based channels and OTT service) and FOX Deportes (U.S. – based) channels, which will air select Big 12 football and basketball games.
The conference will also look to secure its first Spanish radio broadcasts for Big 12 Football and Basketball Championships in 2023-24 as part of a “robust Mexico digital strategy.”
The Big 12 Conference will team up with Mexico City-based live entertainment agency Zignia as a co-promotional partner. Zignia will support with marketing and sales of Big 12 Mexico events, as well as provide the Conference with their depth of resources. Additionally, On Location, an Endeavor-owned company, will assist with all school travel and VIP packages, while Endeavor will assist the Conference in all facets of its international digital strategy. The Big 12 Business Advisory Board will also continue to provide key insights and counsel as the Conference grows its presence in Mexico.
Beyond hosting Conference games across multiple sports, Big 12 Mexico will see the Conference execute a variety of community outreach programming, commercial partnerships, merchandise and activations. This includes the Conference partnering with notable musicians and artists and launching an influencer marketing campaign in the region.
