"The Big 12 may look back at this deal as necessary survival in a restructured college athletics landscape. Or it may look back at it as the moment it decided an energy drink was worth more than its soul."
CBS Sports and the Big 12 Conference have announced an expansion of their partnership, increasing the number of Big 12 men’s college basketball games...
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."