As BYU continues to adjust to life in the Big 12, the recruiting landscape represents one of the most critical battlegrounds for long-term competitiveness. Entering its third year in the Power Five, BYU is still carving out a distinct identity within one of the most competitive football conferences in the country. While the 2026 recruiting class shows potential, it also highlights the challenges BYU faces in stacking up against well-established Big 12 rivals.
Recruiting in the Big 12 is an intense, year-round effort, with schools like TCU, Kansas State, Baylor, and Texas Tech investing heavily in facilities, NIL (Name, Image, and Likeness) programs, and recruiting staff. Many of these schools have long-standing relationships with high school programs in talent-rich states such as Texas, Florida, and California. These pipelines offer a constant stream of four-star and even five-star talent—something BYU has historically struggled to secure consistently.
BYU, on the other hand, faces unique recruiting challenges and opportunities. The university’s honor code, affiliation with The Church of Jesus Christ of Latter-day Saints, and missionary deferments can be both a draw and a deterrent, depending on the recruit. While these factors help BYU connect with a niche group of athletes who value the school’s religious and academic environment, they can limit appeal to a broader pool of prospects who are more focused on immediate playing time, NFL exposure, or more lenient program cultures.
That said, BYU has built a reputation for player development. Many athletes who come into the program as under-recruited prospects leave as NFL-caliber players. This developmental focus is crucial as BYU aims to establish itself as more than just a “culture program” and begin regularly competing for top-tier Big 12 talent.
In terms of national rankings, BYU’s recruiting classes have often hovered in the 50s or 60s range. For the 2026 class, early returns suggest a similar trajectory, with BYU ranking in the lower third of the Big 12. However, it’s important to remember that recruiting rankings are only one piece of the puzzle. Transfers, returned missionaries, and walk-on development play a larger-than-usual role in BYU’s roster management, often distorting how their recruiting success is perceived on paper.
The Cougars have made strategic hires in recent years to improve recruiting, such as investing in digital scouting, social media engagement, and on-campus facilities. In addition, head coach Kalani Sitake’s player-friendly reputation and the team’s recent competitive success—highlighted by an 11-win season—are slowly changing BYU’s national image.
Looking forward, BYU’s position in the Big 12 recruiting landscape is that of an underdog with upside. While they lack the history and geographic recruiting advantages of some conference peers, their strong institutional backing, developmental success, and cultural identity provide a foundation for long-term growth. If BYU can continue to win games, land a few high-impact recruits each cycle, and tap into the increasingly influential transfer portal, they have the tools to become a steady force in Big 12 recruiting.
