WME and IMG previously advised the Big Ten on its record-braking $8 billion rights deal with NBC, CBS and Fox.
WME Sports and IMG Media just so happen to be the same advisors that led the Big Ten to its record-shattering deal. The Big Ten struck its new deal after adding UCLA and USC, which left the PAC 12 conference. The Big 12, meanwhile, lost two of its powerhouses, Texas and Oklahoma, to the SEC, and responded by adding BYU, Houston, Cincinnati, and UCF to its roster of schools.
The revolving door of schools is necessarily to maximize the deals the conferences make with TV partner. For the Big Ten, adding the southern California teams gave them a national scope and a local rivalry. Likewise, the Texas-Oklahoma rivalry is well-established. Now WME and IMG will attempt to figure out how the Big 12 can forge its most compelling offering. But it will also “advise on the use of data, sports wagering, NFTs, and IP” and “help develop premium fan experiences,” per the conference. WME Sports’ Karen Brodkin and Mike Zavodsky and IMG Media’s Hillary Mandel will lead the effort.
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