The Big 12 Conference and WWE have announced an expansion of their ongoing partnership, bringing the high-energy spectacle of Friday Night SmackDown to Big 12 markets on the eve of major football games.
This move, set to kick off with a Week 0 show in Ireland, aims to create a unique weekend experience for fans of both sports. With events scheduled in key locations like Dublin and Orlando, this collaboration is expected to captivate audiences and elevate fan engagement to new heights.
WWE and Big 12: A Strategic Partnership Expansion for 2025 Season
The Big 12 and WWE first joined forces in November 2023, a partnership that initially focused on adding flair to the conference’s championship game.
Since then, WWE has awarded custom championship belts to the Big 12’s title game MVP, a tradition that started with Texas quarterback Quinn Ewers in 2023 and continued with Arizona State’s Cam Skattebo in 2024.
Sources: The Big 12 and WWE are expanding their partnership this fall. WWE will hold several episodes of Friday Night SmackDown in Big 12 markets, the night before football games.
Includes a Week 0 show in Ireland before KSU/ISU and an Orlando show before UCF/UNC. pic.twitter.com/ukrGZ23S07
— Chris Vannini (@ChrisVannini) May 29, 2025
Now, the partnership is taking a significant step forward. According to a report from Chris Vannini of The Athletic, WWE will host several episodes of Friday Night SmackDown in Big 12 markets the night before football games throughout the 2025 season.
The initiative kicks off with a Week 0 show in Dublin, Ireland, ahead of the Kansas State vs. Iowa State matchup, and includes a notable event in Orlando before UCF takes on North Carolina in Week 4.
Why This Collaboration Appeals to Fans and Brands
The decision to pair SmackDown with Big 12 games is a calculated move to tap into overlapping fan bases. WWE’s global reach, with its massive following across the 18-45 demographic, aligns perfectly with the Big 12’s target audience.
College football thrives on creating memorable experiences, and adding a WWE event the night before a game offers a double dose of entertainment. Fans traveling to Dublin for the Kansas State-Iowa State game, for example, can now make a full weekend of it, catching SmackDown on Friday before heading to the stadium on Saturday.
This collaboration also reflects the Big 12’s broader strategy under Commissioner Brett Yormark, who has emphasized innovation and fan engagement since taking the helm in 2022.
Yormark has previously pushed for unique partnerships, such as integrating WWE logos into the field and end zone pylons at AT&T Stadium during the 2024 Big 12 Championship Game, where Arizona State defeated Iowa State.
By expanding this relationship, the conference is leaning into the crossover appeal that resonates with the modern generation, a demographic that values experiences blending sports and entertainment.
Challenges and Opportunities in This Unique Pairing
While the collaboration has clear benefits, it’s not without its challenges. Some fans have questioned the relevance of pairing college football with professional wrestling, a sentiment echoed in online discussions. Critics argue that WWE, often labeled a “fake sport,” doesn’t align with the competitive nature of college football.
However, the Big 12 and WWE are banking on the entertainment value to win over skeptics, focusing on the shared passion for larger-than-life moments that both fan bases crave.
Logistically, hosting SmackDown in smaller Big 12 markets like Ames, Iowa, or Lubbock, Texas, could prove challenging due to venue constraints and market size. The current schedule leans toward larger markets like Orlando and international cities like Dublin, which are better equipped to handle WWE’s production demands.
However, if the partnership proves successful, future seasons could see SmackDown expand to more traditional Big 12 towns, further integrating the two brands. On the opportunity side, this collaboration opens doors for international growth.
The Ireland event, in particular, highlights the Big 12’s ambition to expand its global footprint. Kansas State and Iowa State playing in Dublin already marks a significant moment for college football’s international presence, and pairing it with a SmackDown event amplifies the exposure.
WWE’s global fan base, which spans over 165 countries, can introduce new audiences to the Big 12, potentially growing the conference’s reach in markets where college football is less established.
What This Means for the Future of Sports Partnerships
The Big 12-WWE partnership could set a precedent for how sports leagues collaborate with entertainment brands. The success of this initiative will likely depend on fan turnout and engagement metrics, such as TV ratings for SmackDown and attendance at Big 12 games.
If the numbers are strong, other conferences might explore similar partnerships, whether with WWE or other entertainment entities like music festivals or esports events.
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The partnership also raises questions about how far the Big 12 can push its brand identity. Commissioner Yormark has made it clear he wants the conference to stand out, whether through innovative media deals or creative fan experiences.
Pairing with WWE is a bold step in that direction, but it will need to deliver tangible results to justify the investment. If SmackDown events drive higher game attendance or boost the conference’s visibility among younger fans, this could become a model for future collaborations.
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