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The Texas Longhorns are officially a member of the Southeastern Conference. The program’s final day as a Big 12 affiliate came on June 30, 2024. Now, a new era begins.
The school threw a party in anticipation of the transition on Sunday. That included an “SEC Celebration” where students and fans could buy new merch, listen to coaches speak on the move, and get familiar with seeing those massive conference logos littered throughout campus.
The party would continue into the wee hours of Monday morning.
Throwing one final parting jab as they bolt for greener pastures, Texas flexed its new affiliation for all to see in Times Square.
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They wasted very little time in marketing the partnership, flashing the graphic just before midnight on the day of the change.
Was the timing and location calculated? It seemed to be!
The Big 12 has boasted a notable presence in NYC, marketing its own teams to visitors of the city on the grandest stage. Texas was once included in that.
In fact, commissioner Brett Yormark made the decision to stream the entire Big 12 championship game in Times Square just last December.
“Besides a great game, we’ve got a lot in store… I come from a bit of a marketing background, so as much as the game is all about what unfolds on the field, there’s a lot of different things around it.”
-Brett Yormark, Big 12 commissioner
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The Longhorns would win that football title match in its final Big 12 season, offering a fitting sendoff.
But they wanted to make it clear that the Texas brand is much bigger than the Big 12. They don’t need Yormark, who was openly critical of the Longhorns’ decision, to promote the university. With their deep pockets (which are about to get deeper), they can do it all on their own!
A new era has begun. Texas will be just fine, but they wanted to remind everyone of what the Big 12 is losing.