When Oklahoma and Texas leave the Big 12 for the SEC next year, it will obviously impact ticket sales for their soon-to-be former conference mates. The conference's new media rights deal, though solid, doesn't have quite the same ceiling as it would have with its longtime big dogs.
On the field, though, the conference has already moved on. Texas hasn't made the Big 12 championship since 2018, and while OU enjoyed a late-2010s dynasty, winning six straight conference titles from 2015 to '20, the Sooners have fallen short of the title game for two straight years.