Big 12 Move Already Boosting UC, Cincinnati

The University of Cincinnati's move to the Big 12 Conference is already generating economic benefits for the city and enhancing the experience for Bearcats fans. The transition, official since July 1, 2023, positions UC alongside major athletic programs, bringing increased national attention to Cincinnati, according to Cincinnati Enquirer reporting. The Big 12 affiliation is expected to generate millions of dollars in additional revenue for the university through increased media rights deals, ti