Big 12 Move Scores Wins for Cincinnati's Economy, UC Fan Base

Cincinnati is already seeing the economic benefits and a boost in fan enthusiasm from the University of Cincinnati's move to the Big 12 Conference. The transition, finalized in July 2023, places UC alongside major athletic programs like the University of Texas, the University of Oklahoma, and Baylor University, bringing increased national attention and revenue streams to the Queen City. That increased visibility translates directly into tourism dollars, according to a Cincinnati Business Courier