The Big 12 and NFL partnership signals a new era of college sport. Conferences are stepping onto the world stage and athletic departments will need internationalization strategies to keep pace. What once felt innovative will soon be non-negotiable as the industry shifts toward a more global future.

The Big 12 is packing its bags for London, but this move isn’t just about football. It’s about the future of college sports.

I believe the time is now for sport to be the focus and foundation for which we bulid international experiences.