How many Uncrustables does it take to run a Big Ten football program?

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Yesterday, I promised I’d finally start emptying my reporter’s notebook. Let’s do that today, with some notes on the Big 12’s international football games, as well as some FOIA fun facts I’ve learned about Big Ten football snacks.

In September, I wrote about the Big 12’s decision to schedule a conference football game in London in 2026. While I was generally complementary of the league’s international ambitions, I did have a few follow-up questions about why the conference London, specifically, and why now.

Last week, the Big 12 made the two athletic directors whose schools are playing in the game (Travis Goff of Kansas and Graham Rossini at Arizona State) available to reporters, along with commissioner Brett Yormark. I was on that call and got some clarity on a few issues.

The timing works out especially well for Kansas.

One of the challenging things for anybody playing a football game overseas is the possibility of giving up a lucrative home game. Goff reiterated how important it is for the Jayhawks to play at least six games in Lawrence every year, and he pointed out that even with the London trip, Kansas will still have six home games in 2026.

Because of significant construction at Memorial Stadium next season, Kansas will also have reduced stadium capacity, making the economics behind “giving up” a home game a little easier. Goff told reporters that the financial terms for playing in London will give the athletic department more revenue than if the Jayhawks had played the Arizona State game at home, although specific financial details were not released.

(Before you ask, yes, I’ve filed a FOIA to both schools for the game contract and assorted marketing deals.)

That timing works out well for the Big 12 and for Kansas, but I’m not entirely sure how that approach can scale.

Also of note: the Big 12 sees this a potentially meaningful future revenue play.

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