Big 12 Considers Historic Naming Rights Deal with Allstate

The potential agreement could generate significant revenue for the conference, helping to offset rising costs and maintain competitiveness.

The Big 12 is exploring selling its naming rights to Allstate, a move that could bring in up to $60 million annually.
Each of the 16 member schools could receive approximately $3 million per year from the deal.
The conference faces financial pressures, including a $20 million increase in expenses due to a recent antitrust lawsuit settlement.
The naming rights deal is unprecedented in major American sports and could set a new trend.
While there are concerns about brand equity, the potential financial benefits are substantial.