The media campaign will launch with a 30-second spot centered on the importance of sportsmanship. Throughout the year, the Big 12 will also roll out longer-form videos featuring authentic stories from across its campuses that showcase connection, service, hospitality and community. Content will run during most Big 12 sports programming, as well as across digital and social platforms, and on-campus and in-venue at Big 12 events.

Rooted in the belief that sports bring people together, Respect the Game celebrates the experiences that connect student-athletes, coaches and fans while reinforcing a shared responsibility to respect one another and what competition represents.

“College athletics is at its best when it brings people together,” said University of Colorado Boulder Chancellor Justin Schwartz, Chair of the Big 12 Sportsmanship Committee. “Respect the Game is about reinforcing the values that unite us and celebrating the positive impact sports can have on our campuses and communities. There are countless examples of the beauty of sportsmanship creating connection and understanding across the Big 12, and we believe those stories deserve a platform.”

“Creating environments rooted in respect and belonging is a priority we take seriously at the Big 12,” said Big 12 Commissioner Brett Yormark. “Respect the Game reflects our commitment to promoting sportsmanship across the Conference while highlighting the many positive examples that define the Big 12 experience. Through this campaign, we’re celebrating the people, programs and traditions that represent the very best of our league.”

The campaign stems from work that began during the offseason, when the Conference, Big 12 presidents, chancellors and athletics directors convened to discuss how to foster environments that are welcoming, respectful and inclusive. In June, the Conference established a Sportsmanship Committee to identify opportunities to strengthen sportsmanship and reinforce the values that unite its members. The Respect the Game campaign is a direct result of those discussions and months of planning.

The inaugural wave of campaign content will begin airing this fall and feature stories including:

BYU Cougs Care, which brings alumni and fans together at road tailgates to support local charities in host communities, turning gameday gatherings into opportunities for service and impact.

Kansas Basketball’s Jayhawk Guest Services program, which ensures every fan feels welcome at Allen Fieldhouse, including visiting supporters, through personalized hospitality and memorable gameday experiences.

West Virginia’s tradition of sharing its iconic pepperoni rolls with visiting fans, a simple gesture that reflects the spirit of hospitality and goodwill that exists across college athletics.

The Respect the Game campaign reflects the Conference’s ongoing commitment to promoting a culture rooted in integrity, community and inclusion across the Big 12.