Big 12 Announces New Branding Campaign

DALLAS – The Big 12 Conference, in conjunction with its football media days in Dallas, has announced a new branding and imaging campaign to debut with the start of the 2011 season.

The campaign will focus on “How We Play” in the Big 12 and highlight the core purpose of the Conference.  Its primary attention will be on three features of the league that make it unique – fierce rivalries, heartland values and one true champion.

“How We Play will showcase the strengths and uniqueness of Big 12 membership as we move forward into our bright and stable future,” said Commissioner Dan Beebe.  “It will allow us to continue our place as one of the nation’s premier intercollegiate athletic conferences.”

The initiative highlights the rivalries among Big 12 institutions and the fact they will only intensify by playing every team on an annual basis.  A second component focuses on the heartland values of middle America – competitiveness, integrity, mutual respect, and the value of education.  The third point stresses that with full round-robin scheduling, the Big 12 will crown one true champion.

“The extensive research we conducted on behalf of the Big 12 uncovered attributes of the conference that make it unique and special,” said Jeff Orth, Account Director at GSD&M, the company working with the Big 12 on the campaign.  “This campaign is going to promote those attributes, and we look forward to showcasing all facets as we enter the fall seasons.”

About the Big 12

The Big 12 Conference is comprised of 10 Universities – Baylor, Iowa State, Kansas, Kansas State, Missouri, Oklahoma, Oklahoma State, Texas, Texas A&M and Texas Tech.  The Big 12 is an NCAA Division I intercollegiate athletics conference that encompasses five states with over 40 million people within its geographic footprint.  More than 4,100 student-athletes from across the United States and around the World compete annually in the 23 sports sponsored by the Conference.

About GSD&M

GSD&M is an advertising agency celebrating its 40th year of helping some of the world’s most iconic brands win by articulating and activating their core purpose – the difference a brand strives to make in its customers’ lives.  GSD&M is part of Omnicom Group, Inc. For more information, visit

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