Texas in conference tug of war

With athletic revenue of $138 million in 2008-09, the school generated $57 million more than the next closest school in the Big 12. During the same year, Missouri’s revenue was $57 million.

Even with football stadiums seating more than 100,000, Ohio State, Michigan and Penn State failed to reach $100 million in revenue.

Big 12 commissioner Dan Beebe has been clear that protecting his most valuable asset is a high priority.