Utah’s entry into the Big 12 Conference has sent shockwaves through college football. With a passionate fan base and a knack for stirring rivalries, the Utes are quickly becoming the team everyone loves to hate-or beat.
But how did Utah become so central to the Big 12’s new identity?
Utah’s Arrival: The Spark Behind New Big 12 Rivalries
Utah’s move to the Big 12 didn’t just fill a vacancy- it reignited rivalries and created new ones across the league. As discussed in the “Big 12 SQUAD” video, Utah is now considered “the single most important fan base in the entire Big 12,” largely because they have become a rival for nearly every team in the conference.
“Iowa State probably doesn’t care about beating UCF; they care about beating Utah because they’ve made themselves a rival for all, and that’s a positive thing for the Big 12,” Drake C. Toll said on the “Locked On Oklahoma State” podcast.
This shift has injected fresh energy and animosity into matchups that might otherwise lack intensity, making Utah the team every fan circles on their schedule.
The Utes’ arrival has also restored the legendary “Holy War” rivalry with BYU, now an annual in-conference clash. Conference realignment had threatened to sideline this storied matchup, but Utah’s move ensures it remains the “single biggest sporting event in the state of Utah every year.”
The rivalry’s return has electrified both fan bases and elevated the stakes for the entire league.
Utah’s presence is reminiscent of Texas’s former role as the Big 12’s perennial villain.
“If you beat Utah, then even if they’re not good, beating Texas rocked every time especially when they sucked. I think if you still have that presence in your conference, you create higher viewership, you create butts in seats because they just want to see you beat that team everyone hates,” Toll said.
Utah’s transformation into the league’s new antagonist is driving engagement, ticket sales, and television ratings.
Fan Passion, Perception, and the Power of Rivalry
Utah’s fan base is fiercely loyal and vocal, but their early days in the Big 12 have not been without controversy. Some fans and even university officials were perceived as dismissive of their new conference, referring to it as a “truck stop conference” and expressing a sense of superiority after coming from the Pac-12.
This attitude, combined with high preseason expectations and a few publicized incidents-such as criticism of Big 12 officiating, has fueled resentment among other fan bases.
Despite this, Utah’s ability to generate strong feelings, both positive and negative, is exactly what the Big 12 needs.
“The vocal minority can ruin it for the whole but what it has created is now…if you beat Utah, then even if they’re not good, beating Texas rocked every time especially when they sucked,” Toll said.
This dynamic ensures that Utah games are must-watch events, with fans eager to see their teams topple the Utes.
Financially, Utah’s move is also a boon for the program and the conference. With Big 12 payouts nearing $50 million annually, Utah enjoys more lucrative media deals and broader national exposure than it did in the Pac-12.
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This financial stability, paired with the revived rivalries and passionate fan engagement, sets the stage for Utah to be a long-term powerhouse in the league.
Utah’s emergence as the Big 12’s most important fan base is transforming the conference’s culture and competition. By sparking new rivalries and reigniting old ones, the Utes are ensuring that every game matters- and that the Big 12 remains one of college football’s most compelling stages.
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