• Loading stock data...
Saturday, August 30, 2025
The biggest names in sports media. All in one room. Get your ticket now!

Big Ten Rushes Back Into Expansion Talks, Hoping To Enhance Media Revenue

  • The Big Ten is discussing adding Washington and Oregon, a source confirmed to FOS.
  • Commissioner Tony Petitti will now explore whether expansion could enhance their media agreements.
BIG-10-logo
Jeff Hanisch-USA TODAY Sports

Eyeing the moves in the Big 12 and Pac-12, the Big Ten is now having expansion discussions of its own, a source confirmed to Front Office Sports. 

Commissioner Tony Petitti will explore whether the conference can get more media rights dollars for adding schools like Washington and Oregon. 

Nov 26, 2022; Los Angeles, California, USA; The Pac-12 Conference logo at United Airlines Field at Los Angeles Memorial Coliseum.

Will The Pac-12’s Next TV Deal Be Enough To Save It?

There’s no guarantee replacement schools will bridge the gap.
July 31, 2023

ESPN first reported that the Big Ten has resumed expansion discussions, and that Petitti has been authorized to continue the conference’s research.

The Big Ten conducted research on expansion last year when Kevin Warren was still commissioner — and those talks included Oregon and Washington, as has been previously reported

Fast forward to this summer’s expansion frenzy, which has included the Pac-12’s disastrous media rights negotiations, the Big 12’s attempt to poach Pac-12 schools, and the ACC’s revenue distribution woes.

The Big Ten largely stayed out of the news cycle until now. But the internal conversation on realignment strategy has been chaotic.

Only in recent days has the conference decided to seriously reboot expansion talks, the source said. Now, it’s considering Washington and Oregon. The conference has been and continues to be divided on expansion, however, even with the most palatable candidates.

Now, Petitti will test the waters to see if there’s any additional media revenue should they add the two schools. He’ll chat with the media rights partners the league has for its next deal in Fox, CBS, and NBC, as well as explore new partners like ESPN, the source said. (Last summer, the Big Ten inked the biggest media deal in conference history — a mid-$7 billion package.)

But it’s unclear what kind of offers he might receive to enhance that monstrous deal. The Big Ten’s deal was signed in a completely different era of media rights negotiations, as so much has changed in a year. 

“This is a nasty environment right now,” an expert industry source previously told FOS of the current media rights landscape. Linear broadcasters are being much more judicious about what content they’re willing to pay for, and streamers aren’t offering cash cows like some thought they might. 

For the Big Ten, that could mean networks won’t be willing to shell out for extra schools. 

A pro rata deal, for example, would give new schools the same media rights revenue as old schools. So if each school would receive $30 million a year from media rights fees, the networks would add enough money to the overall deal so that no one’s share gets diluted. 

It’s very unlikely that networks would offer the conference a pro rata deal for Washington and Oregon, the first source said. (Rumors have suggested that Colorado will get a full share in the Big 12, but it’s unclear who’s funding that — ESPN and FOX, or the Big 12’s exit fees from Texas and Oklahoma?)

As the Big Ten fires up the expansion machine, it will watch closely. If the Pac-12 implodes, then the Big Ten may be incentivized to pick up extra members to keep up with the Joneses. 

Last week, the Pac-12 lost Colorado. This week, it offered members a media deal reportedly with Apple that clearly didn’t offer enough upside from revenue or distribution to stop schools from exploring jumping ship.

On Thursday night, Arizona’s board of regents will hold a meeting, and moving conferences appears to be on the table. 

Three hours later, the University of Washington’s board of regents will hold their own session, though a report suggested a definitive decision will not come out tonight. In any case, the Big Ten would have to officially extend an invitation to Washington.

If they decide to go, it’s difficult to see how the Pac-12 stays together. If that happens, the Big Ten will almost certainly have to make moves.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.

Cody Campbell Asks Congress to Allow National College Sports TV Package

The billionaire’s ad will air on ESPN and Fox this weekend.
Ohio State mascot Brutus interacts with Lee Corso on the set of ESPN College GameDay prior to the College Football Playoff first round game between the Ohio State Buckeyes and Tennessee Volunteers in Columbus on Dec. 21, 2024.

End of an Era: Lee Corso Makes His Final ‘College GameDay’ Appearance

After 431 iconic headgear picks, the iconic coach bids farewell.
May 24, 2024; Minneapolis, Minnesota, USA; Dallas Mavericks owner Mark Cuban celebrates after defeating the Minnesota Timberwolves in game two of the western conference finals for the 2024 NBA playoffs at Target Center.

Mark Cuban on Why NBA Expansion Isn’t Imminent

Cuban said the next CBA could help solve some expansion issues.

Featured Today

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.
Apr 19, 2025; Boulder, CO, USA; Colorado Buffaloes head coach Deion Sanders during the spring game at Folsom Field.

Coach Prime Enters Year 3 at Colorado With New Challenges

The Buffaloes have sold out their season tickets yet again.
August 27, 2025

College Football Players Projected to Earn $1.9B This Year, Nearly Double 2024

The spike comes in the first season of revenue-sharing.
August 27, 2025

Fox, YouTube TV Avoid Blackout With Short-Term Deal

The upcoming Texas–Ohio State clash will remain available to subscribers.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Oregon State Beavers quarterback Gevani McCoy (4) scrambles out of the pocket during an NCAA football game against UNLV at Reser Stadium on Saturday, Oct. 19, 2024, in Corvallis, Ore.
August 27, 2025

Pac-12 Strikes New Football, Basketball Deal With The CW

The latest step in its resurrection after being picked apart in 2023.
Oct 17, 2015; Evanston, IL, USA; A general view of the Northwestern Wildcats logo at midfield before the game against the Iowa Hawkeyes at Ryan Field.
August 25, 2025

Northwestern AD Singles Out Volleyball As Sport to Invest In

Northwestern athletic director Mark Jackson spoke to Front Office Sports.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) is tackled by Clemson Tigers defensive tackle Payton Page (55) during the second half of the CFP National playoff first round at Darrell K Royal-Texas Memorial Stadium
August 25, 2025

As College Football Season Kicks Off, NIL Deal Approval Process Still Lags

Many deals are stuck in “purgatory,” one power conference collective operator says.
August 25, 2025

$12.5M Freshman Bryce Underwood Named Michigan’s Starting QB

The Wolverines paid big money to land the highly touted recruit.