Texas Tech's Big 12 Championship Win: What's in it for them, despite no direct prize money?

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Texas Tech's dominating 34-7 win over BYU in the Big 12 Championship game on December 6 propelled them to the College Football Playoff. With a reported $25 million invested in building the team roster, fans are curious about the financial benefits of their victory. While the Big 12 Championship doesn't come with a direct prize, the team still stands to gain from conference revenue and College Football Playoff payouts. In the Big 12, revenue is pooled at the conference level, and member schools receive a share as part of their annual operating budget. For the 2024-2025 year, this pool was valued at $558 million, with full member schools like Texas Tech receiving between $35-$40 million. However, winning the championship earns the Big 12 conference additional money from the College Football Playoff. For each first-round playoff team, the conference receives $4 million, increasing to $6 million per team for semifinalists and the final. Although Texas Tech won't receive a direct gain, the increased pool size will benefit them in the long run. The internal distribution policies of the conference will determine how the additional revenue is allocated to its members.