As the college football world braces for the ever-shifting dynamics of the 2025 season, the Big 12 Conference stands as one of the most intriguing battlegrounds in the sport. With major realignment moves now fully settled and new power structures beginning to take shape, the league’s coaches—while often tight-lipped in public—have plenty to say when the microphones are off and anonymity is assured.
In conversations with several Big 12 coaches under the condition of anonymity, a clearer picture emerged of how the conference is viewed from within: the rising programs to watch, the overhyped teams, and the ones nobody wants to play.
“There’s a lot of noise about some of these new schools, but you’d better not overlook Arizona,” said one coach. “They’re physical on defense, and [head coach Jedd Fisch’s replacement] has them playing with real toughness. They’re not just happy to be here.”
Several coaches pointed to Kansas State as the standard of consistency in the conference. “They’re the most disciplined team in the Big 12. They don’t beat themselves, and that defense is always sound,” one coach said. “If they find even average quarterback play, they’ll be in the mix for the title.”
UCF also drew praise for their talent infusion. “They’re fast, they’re deep, and they’ve got a chip on their shoulder from being underestimated last year,” one coach noted. “Gus [Malzahn] knows how to get the most out of what he’s got, especially offensively.”
But not everyone got glowing reviews. “Texas Tech gets hyped every offseason, and then they fall flat,” one coach said bluntly. “They’ve got the facilities, they’ve got the NIL money, but something’s not clicking with that culture.”
TCU was another program mentioned with skepticism. “They caught lightning in a bottle a couple years ago, but they’ve come back to earth hard. Their defense isn’t scaring anyone, and they haven’t found a quarterback who can consistently deliver.”
Coaches were more cautious when discussing Utah, a newcomer to the Big 12 but not to top-tier competition. “That’s a program you respect. They play grown-man football,” said one coach. “They’ll bring a physical edge this league hasn’t seen from most teams. They could dominate in November.”
On the subject of recruiting, one coach pointed out a shift in the balance of power. “Kids used to overlook schools like Iowa State or Cincinnati, but with the right NIL setups and visibility in this new-look Big 12, they’re real players now. You can’t just pencil in wins anymore.”
As for who will emerge on top in 2025, the consensus was elusive. “This league is a knife fight every week,” one coach said. “There’s no true dominant team anymore. You’ve got to earn every inch.”
If one thing is clear, it’s that the Big 12 of 2025 is deeper, tougher, and more unpredictable than ever before—and the coaches know it. Just don’t expect them to say it with their names attached.
