BYU Cougars Big 12 Journey: Can the Cougars Establish Themselves in Their New Conference?
The 2023–24 college football season marked a pivotal moment for Brigham Young University as the BYU Cougars embarked on their first full season in the Big 12 Conference. The move to a Power Five conference brought heightened competition, national exposure, and the challenge of redefining their identity in a league filled with historically dominant programs like Texas, Oklahoma (before their exit), Kansas State, and Baylor.
For over a decade, BYU operated as an independent in football, scheduling games nationwide with a wide variety of opponents. While this independence gave them flexibility and visibility, it also presented challenges in terms of consistency, strength of schedule, and postseason opportunities. Joining the Big 12 addressed many of those concerns—bringing the Cougars into a structured, competitive environment with the chance to compete for a conference title and establish deeper rivalries.
However, the transition has not been without growing pains. BYU has had to adjust to the week-in, week-out physicality and depth of Power Five football. Unlike many of their previous seasons, where they could mix in games against Group of Five or lower-tier opponents, the Big 12 offers little respite. Every matchup demands top-tier preparation and execution.
Recruiting is also undergoing a transformation. The Cougars have already seen an uptick in interest from higher-rated prospects thanks to the allure of playing in a Power Five league. Still, building the depth needed to consistently compete with seasoned Big 12 programs will take time. Coach Kalani Sitake and his staff have emphasized development and culture, two areas that have long been strengths for BYU. But they now need to be paired with speed, athleticism, and strategic flexibility.
From a fan and institutional standpoint, the Big 12 move has revitalized excitement around BYU athletics. Lavell Edwards Stadium sees increased attendance and energy as marquee opponents come to town, and the school’s presence on national broadcasts has grown. This visibility not only benefits football but elevates the entire athletics program and boosts recruiting across all sports.
Looking ahead, success in the Big 12 will be measured in stages. In the short term, BYU aims to achieve bowl eligibility consistently and show competitiveness in conference games. In the medium term, they hope to contend for a top-half finish in the standings. Long term, the vision is clear: to become a perennial Big 12 contender and make their mark in the College Football Playoff era.
The road is challenging, but BYU has a history of rising to the occasion. With a loyal fanbase, committed leadership, and a track record of punching above their weight, the Cougars are positioned to grow into a respected force within the Big 12. The journey has only just begun, but the foundation is in place for BYU to establish themselves in their new football home.
