Story perspectives

West Virginia Wins Big 12 Women’s Title, Hits CWS Final Four

7/10/2026

Summary

West Virginia Triumphs

West Virginia women’s basketball won the Big 12 tournament and earned its first NCAA host spot since 1992.
West Virginia baseball reached the College World Series for the first time, finishing in Omaha’s final four.
Big 12 Commissioner Brett Yormark said on July 8, 2026 that West Virginia “makes a difference,” praised its fan engagement, and cited director Wren Baker’s investments and recruiting by coaches Rich Rodriguez and Ross Hodge as signs of momentum.

Summary

Big 12 Secures Monster

Big 12 unveiled a Monster Energy sponsorship on jerseys and field logos.
2025 conference revenue reached $610.9 million, the lowest among the Power Four, while the Big 10 earned $1.47 billion and the SEC $1.11 billion.
Texas Tech quarterback Brendan Sorsby faced an NCAA gambling sanction, leading the league to sue and other schools to issue threats.
Booster Cody Campbell, a billionaire oil CEO, revived the banned tortilla-throwing tradition after a spat with Yormark.

History

Historical Context

The Big 12 Conference emerged in 1994 when the eight-school Big Eight joined four Texas members of the defunct Southwest Conference, beginning competition in fall 1996. Early TV deals, such as a $20 million annual payout to Oklahoma, Texas and Texas A&M in 2010, set a revenue model that drives the league’s growth. Expansion to 16 schools by the 2024-25 season reflects the conference’s original drive for national visibility.

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West Virginia Triumphs

West Virginia women’s basketball won the Big 12 tournament and earned its first NCAA host spot since 1992.
West Virginia baseball reached the College World Series for the first time, finishing in Omaha’s final four.
Big 12 Commissioner Brett Yormark said on July 8, 2026 that West Virginia “makes a difference,” praised its fan engagement, and cited director Wren Baker’s investments and recruiting by coaches Rich Rodriguez and Ross Hodge as signs of momentum.

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