Revenue matters for every Big 12 school in sports for several crucial reasons: Financial Stability: Revenue generated from sports programs helps ensure the financial stability of athletic departments within Big 12 schools. This revenue is used to cover operating expenses such as coaching salaries, facility maintenance, travel costs, and scholarships for student-athletes. Without sufficient revenue, athletic departments may struggle to maintain essential programs and services. Competitive Advantage: Big 12 schools rely on revenue to remain competitive in collegiate athletics. Funds generated from ticket sales, sponsorships, media rights deals, and donations enable schools to invest in recruiting top talent, building state-of-the-art...