Quick Read
- Big 12 acquires equity stake in Players Era men’s basketball tournament, a first for a college conference.
- Top eight Big 12 teams will receive automatic bids to the Players Era Championship from 2026 to 2030.
- Players Era will provide at least $50 million in rights fees to Big 12 programs over six years.
- The partnership aims to boost both the tournament’s prestige and the conference’s national profile.
Big 12’s Groundbreaking Deal with the Players Era Tournament
The world of college basketball has just witnessed a major shake-up. In a move that blends business savvy with competitive ambition, the Big 12 Conference has acquired an equity stake in the Players Era men’s basketball tournament. This strategic partnership, announced in November 2025, is not just about financial investment—it’s about securing the future of the league’s teams on the national stage and redefining what the college basketball calendar looks like outside of March Madness.
How the Partnership Works: Equity, Access, and Opportunity
Under the new agreement, the Big 12 will receive an equity share in the Players Era tournament, a first for any college conference. This partnership guarantees that the top eight teams in the Big 12 standings will automatically qualify for the following year’s Players Era Men’s Championship, starting in 2026 and continuing through 2030. The arrangement, described as “forward-thinking” by both parties, aims to provide stability and predictability for Big 12 programs, while also raising the profile of the Players Era event itself.
Financially, the deal is significant. Over the next six years, Players Era has committed to providing no less than $50 million in rights fees directly to Big 12 basketball programs. That’s a substantial infusion of resources, meant to benefit not only perennial powerhouses but also any team that rises to the top of the standings. The partnership, headquartered out of the Big 12’s Irving offices, signals a new era of investment in college sports.
What is the Players Era Tournament?
The Players Era tournament is a relative newcomer, having debuted in 2024 as a subsidiary of EverWonder Studio. Designed to rival the excitement of March Madness, it’s quickly become the biggest college basketball event of the fall. Hosted in Las Vegas, the tournament fields an elite lineup: in its most recent edition, 13 teams ranked or receiving votes in the Associated Press Top 25, and six teams that made last year’s NCAA Sweet 16, will compete for early-season bragging rights and national attention.
This year, four Big 12 teams—Houston (the national runner-up), Kansas, Iowa State, and Baylor—are among the tournament’s expanded 18-team field. Their presence is a testament to the conference’s strength and a preview of what the guaranteed-bid system will look like in future years.
Leaders Speak: Vision and Strategy
Seth Berger, CEO of Players Era, emphasized that this deal is about more than just money. “The Big 12 now receives guaranteed access to the biggest college basketball event outside of March,” Berger stated. “It will benefit perennial powers and teams with national championship aspirations.” Berger believes the partnership will help cement Players Era as a must-see event for fans and a crucial platform for college basketball’s best teams and players.
Ian Orefice, CEO of EverWonder Studio, echoed these sentiments, praising the Big 12’s leadership for prioritizing opportunities for their athletes and programs. “The Big 12 is one of the country’s premier men’s college basketball conferences, and we are thrilled to have their top teams locked in for our event every year,” Orefice said, highlighting a shared vision for the future of college sports.
Big 12 Commissioner Brett Yormark was equally enthusiastic, calling the Players Era tournament “a tremendous platform to showcase our Conference, student-athletes and coaches as the best in college basketball.” He sees this deal as a chance to elevate the profile of both the conference and the tournament on a national level.
Implications for College Basketball’s Landscape
The equity stake and guaranteed bids represent a new model for how conferences can partner with major events. For the Big 12, this move provides not just financial security, but a seat at the table in shaping one of the sport’s most prominent showcases. For the Players Era, it means a consistent pipeline of elite teams, driving up the quality of competition and the event’s prestige.
It’s also a sign of how college sports are evolving in the face of increasing commercialization and the search for new revenue streams. By investing directly in the tournament, the Big 12 ensures its teams won’t just be participants—they’ll have a say in the event’s direction and long-term success.
For fans, the partnership promises a new November tradition: a high-stakes, high-quality tournament featuring some of the best teams in the country, with the added drama of guaranteed conference representation. As the Players Era continues to grow, its relationship with the Big 12 could serve as a template for future collaborations across college athletics.
Looking Ahead: What’s Next for the Players Era and Big 12?
The partnership is set to run at least through 2030, with both sides eager to see how the event evolves. With the influx of resources, Big 12 programs may have new opportunities for player development, recruiting, and exposure. Meanwhile, the Players Era tournament is poised to cement its status as the premier early-season showcase, rivaling even the NCAA Tournament in terms of excitement and national relevance.
As the college basketball world watches, the coming years will reveal whether this innovative alliance delivers on its promise: more opportunities for athletes, bigger stages for teams, and a richer experience for fans.
This partnership between the Big 12 and Players Era marks a pivotal moment in the commercialization and evolution of college basketball. By securing guaranteed tournament access and a financial stake, the Big 12 is not only investing in its programs but also influencing the future of marquee sporting events. If successful, this model could redefine the relationship between conferences and major tournaments nationwide, making November a month to watch for college hoops fans everywhere.