Colorado University Athletics
Woelk: Buffs’ Bold Move To Big 12 Provides Much-Needed Stability
July 27, 2023 | General, Neill Woelk
BOULDER — If you were looking for one overarching reason that the Colorado Buffaloes are marching back to the Big 12, the answer became quite clear as Wednesday's events unfolded.
Stability.
Buffs AD Rick George used the word early and often, first at the brief Board of Regents meeting where the move gained unanimous approval, then at a late afternoon press conference at the UCHealth Champions Center in Boulder.
"We feel strongly that moving forward the stability in the Big 12 will give us the platform we need to have success in the future," George told the media.
Indeed. In an era of unprecedented uncertainty in college athletics, the value of stability cannot be overstated. George, Chancellor Phil DiStefano and the Regents gave the Buffaloes a much-needed dose of that commodity Wednesday.
Now the Buffs can plan. They no longer have to worry about what kind of money they will be getting from a media deal that is still a huge question mark in the Pac-12. They no longer have to worry where their games will be televised and if their fans will have access to those games.
Those questions are answered. When they head to the Big 12 a year from now, they can set their budget knowing what they will be receiving from the conference for the ensuing seven years (a lifetime in today's ever-shifting college athletics landscape) and with the assurance that the Buffs will still be part of a major media distribution plan.
Understand, this move isn't about the past, what could have been, or even what should have been. There is no animosity on the Buffs' part toward their soon-to-be former Pac-12 partners.
Rather, this is about the future. It is about making sure CU Athletics has the best possible opportunity to fulfill its mission statement, one from which George has never waivered: To provide a world-class experience for each and every student-athlete.
"Let me state up front that this move was not just based on money or finances," George said. "A decision this big has a lot more to it than just money. At the forefront of our minds, in all of our decisions, is our student-athletes and their experiences as Buffs."
What became clear Wednesday is that George and his staff have done their homework. This was no spur-of-the-moment decision.
This was a move that was months in the making, an option that George and his staff contemplated, prepared — and then executed when it became clear that such a move was without doubt the best option.
Every concern was studied and addressed.
For instance, CU completed a travel analysis that shows Colorado student-athletes should actually spend less time traveling than they do in the Pac-12.
Even more importantly, those travel hours will be much more favorable. Instead of playing in contests that begin as late as 9 p.m. Mountain time, they will be playing road games in time zones an hour or two earlier instead of an hour later.
That means returning to Boulder at a much more reasonable hour — which translates into more sleep, more study time and more recovery time for student-athletes on the day after games and matches.
That time is invaluable.
Then there is the matter of exposure.
Now, the Buffs will be guaranteed more time on national networks — a huge boon for student-athletes in the ever-growing space of Name, Image and Likeness. Streaming no doubt has a future — but national networks still guarantee the most reliable exposure.
"A lot has been made about linear partners in today's day and age and partnering with the two largest providers in the linear media space is valuable," George said. "Fox and ESPN are who we want to be aligned with. Not only will our fans around the world be able to watch us on broadcast or cable television, but the Big 12 time slots on ESPN and Fox will provide our student athletes with great exposure. Playing in the most coveted time slots provides our student-athletes, university and athletic department with tremendous opportunities."
Not that money isn't a concern — but athletic departments aren't in the business of showing a profit to shareholders. Rather, they are in the business of providing the best possible experience for their student-athletes.
George and his team have done their homework in this area as well.
"Certainly, revenue and expenses are part of the equation," George said. "We've looked at the cost that we will be incurring from team travel in the Big 12, as well as the initial rebranding. When we consider the Big 12 revenue, we believe it's a great win for the University of Colorado. The revenue was not just from a media deal, but from other revenue streams. We believe that's a positive of being in the Big 12 and a (great) outcome for us. We believe the benefits far outweigh the cost for our move into the Big 12 Conference."
Again, the move is a matter of trying to gauge what the future holds — and how a measure of stability will help the Buffs position themselves for whatever might come next.
George knows that the future will hold more change. He has made sure that Colorado will be well-positioned to be a major player when those changes occur.
"As college sports evolve, so do conferences," George said. "It's our responsibility to put CU in a position of strength for the future and as an AD, conference realignment is always something that we're looking at. I feel strongly that today's decision positions the University of Colorado for years to come."
For DiStefano, Wednesday no doubt provided more than a small sense of deja vu. It was just 13 years ago that he and his cohorts were celebrating CU's move to the Pac-12.
But DiStefano is also well-acquainted with the ever-changing environment of college sports. He knows that being nimble and being prepared is critical.
"I know first-hand that these decisions have far-reaching implications," DiStefano said. "Not just for our campus community, but also for our alumni and fans throughout the country and the world. With that in mind, we determined that joining the Big 12 would provide the stability that will best position CU Boulder for long-term success both athletically and academically. CU Boulder is a national university and by spanning three time zones, the Big 12 is very much a national conference. The national exposure that joining the Big 12 provides will shine a spotlight not only on our incredible student-athletes, but also on our groundbreaking research that really changes the world."
Just a few days ago, Colorado's future was dominated by a huge question mark. There were no guarantees of … well, of almost anything.
Today, those questions have been answered.
The Buffs have a foundation of stability. They know what their immediate future holds and they can plan accordingly.
That is what Wednesday's events yielded.