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With this increased exposure, recruiting opportunities could significantly improve. Coaches can boast to potential recruits that they will compete on national television multiple times a season, a selling point that could sway young athletes toward Big 12 programs.

Financial Gains and Sponsorship Opportunities

The financial implications of this new contract should not be overlooked. Increased visibility will likely attract more sponsorships and revenue streams. As TNT invests more in sports broadcasting, the potential for financial growth within the Big 12 is substantial. This contrasts starkly with sentiments surrounding ESPN's dealings, where many believe they have undervalued some athletic programs.