• Loading stock data...
Saturday, July 26, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

‘This Is A Disaster’: Pac-12 Enters Media Rights Talks At Worst Time

  • USC and UCLA are poised to bolt Pac-12 Conference for the Big Ten.
  • With key schools gone, Pac-12 could lose hundreds of millions in rights fees.
Kirby Lee-USA TODAY Sports

“Call FEMA. Because this is a disaster.”

That was the verdict of one sports TV executive as the sports world reeled from the news that USC and UCLA are negotiating to leave the Pac-12 Conference for the Big Ten.

Their pending departure could not have come at a worse time for the Pac-12. 

The embattled conference is poised to start negotiations for its media rights later this year. The loss of its two highest-profile schools could potentially cost the conference hundreds of millions in rights fees, said sources. 

The Pac-12 hoped to roughly double its media rights fees to $500 million annually from the current $250 million a year. But those numbers are probably wishful thinking at this point. Especially if Oregon and other member schools also head for the exits.  

Under its current 12-year, $3 billion deal, Fox Sports and ESPN split Pac-12’s TV rights. But how interested will these networks be in a 12-member conference that’s losing its two marquee schools?

Especially when they’re both located in Los Angeles, the second-largest TV market in the U.S.

“Look, in every major conference, you’ve got elite schools. The elite schools in the Pac-12 are USC, UCLA, and Oregon. Of those three, USC and UCLA are in the largest media market,” noted sport business expert Lee Berke, owner of LHB Sports, Entertainment and Media.

“These schools have a huge tradition — and a lot of impact. They tend to get the lion’s share of national television appearances. So the timing is very difficult. The Pac-12 is going to be challenged to come up with a substantial multiple on their current rights.”

The conference’s current media rights agreements expire in 2024: the same year that USC and UCLA are expected to bolt to the Big Ten.

That leaves the Pac-12 with three significant business challenges.

  • It enters rights negotiations this year in a weakened state, giving bidders ranging from TV networks to streamers and tech giants an advantage at the table.
  • The pending realignment comes during the final bidding stages for Big Ten media rights that could exceed $1 billion a year; Fox, ESPN, and NBC Sports could decide to shift money they were going to use on the Pac-12 into more valuable Big Ten rights. 
  • Third, the Pac-12 will have to eventually replace the TV “inventory,” or game telecasts, that would’ve feature the Trojans, Bruins, or other departing teams. 

Few schools have the TV appeal of USC or UCLA, and the Pac-12 isn’t out of the woods if the Big Ten and SEC gobble up more of its schools. 

All is not lost for Pac-12 Commissioner George Kliavkoff, added Berke. TV rights negotiations haven’t kicked off yet. That gives him some runway. 

“I think he’s going to come up with a lot of creative approaches in terms of replacement schools and additional ways to develop their media rights,” Berke said. “He does have the time. He’s not in negotiations right now. He’ll use that time wisely to recover from this — and come up with a different approach.”

By jumping to the Big Ten, USC and UCLA could boost their annual rights payday to $100 million from a current $20 million, according to reporter Jon Wilner, who broke the USC-UCLA news Thursday. 

Their addition to the Big Ten would “create a cross-continental superconference” on par with the expanding SEC, notes CBSSports.com. 

With Texas and Oklahoma joining the SEC in 2024, both the Big Ten and SEC would become mega-conferences with 16 schools apiece.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

A Peacock sideline reporter holds a microphone with the NBC Peacock logo during Michigan State's football game against Washington on Saturday, Sept. 16, 2023, at Spartan Stadium in East Lansing.

‘Unusual’: NBCU’s Surprise Interest in a New Cable Sports Network

Its previous channel NBCSN was shuttered less than four years ago.
exclusive

ESPN Locks in Bulk of Bill Belichick’s First UNC Season

The network’s ACC media rights deal will pay off this season.
Mar 29, 2025; Houston, Texas, USA; View of a camera with a Fox Sports logo before the game between the Houston Astros and the New York Mets at Daikin Park.
exclusive

Parkins Joins Expanded ‘First Things First’ As FS1 Completes Transition

He’ll join Nick Wright, Chris Broussard, and Kevin Wildes.
Angel Reese

Cathy Engelbert, WNBA All-Stars Trade CBA Barbs: ‘Pay Us What You Owe Us’

The commissioner called the WNBPA’s characterization of labor talks ‘not accurate.’ 

Featured Today

Ryan Field Construction
exclusive
July 19, 2025

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.
July 17, 2025

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.

CBS Sports to Get New Owner As Skydance Merger Clears FCC Hurdle

The long-awaited, but highly debated, merger gains regulatory approval.
July 23, 2025

‘ACC Huddle’ Joins College Football’s TV Road-Show Race

This season, “ACC Huddle” will broadcast from the conference’s weekly marquee game.
Dec 7, 2024; New York, New York, USA; A general view of Times Square during the MLS Cup Times Square Watch Party prior to the game between the LA Galaxy and the New York Red Bulls.
July 24, 2025

MLS Reveals Apple TV Streaming Numbers, Raising Questions

The league gives a rare glimpse inside the high-profile streaming pact.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Jul 20, 2025; Portrush, IRL; Scottie Scheffler celebrates with the Claret Jug after winning the 153rd Open Championship golf tournament at Royal Portrush.
July 22, 2025

Scheffler Pushes The Open to Largest Audience Since 2022 at St Andrews

McIlroy’s Masters victory in April remains the highest-rated major of 2025.
WNBA
July 22, 2025

WNBA All-Star Ratings Dip From Clark High, Still 52% Over Old Record

Caitlin Clark did not play due to a groin injury.
Oct 7, 2024; Kansas City, Missouri, USA; A general view of the ESPN Monday night Football logo during the first half of the game between the Kansas City Chiefs and New Orleans Saints at GEHA Field at Arrowhead Stadium.
July 21, 2025

NFL Owners Told to Prep for Potential Disney Media Deal Vote

A sale of NFL media assets could finally happen after four years.
July 17, 2025

Netflix Beats Projections Again—and Plots Big Holiday Sports Slate

The streaming giant again beats analyst projections in every respect.