... Journal World wrote about Texas possibly bolting the Big 12 in order to join the Big 10. This would represent a monumental change in the economics of college athletics.

Today's times have prioritized monetary gain over scholarly achievement.

The Big 10 has its own TV network; Big 10 media grosses over $200 million per year in sponsorships. With adding Texas to the Big 10, it could expand its viewership into Dallas and Houston (both are top 10 population markets).

More viewership leads to more money from sponsors from national corporations, so Texas' current Big 10 deal would give them more money than in the Big 12.

Texas...

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