A Very Public Feud Is Developing In The Big 12 Conference

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A Very Public Feud Is Developing In The Big 12 Conference

The advent of NIL in college sports has given billionaires more power than ever to influence the college ranks. Among the biggest power players to emerge in this new environment is Texas Tech alum Cody Campbell. But Campbell seems to have some issues with Big 12 commissioner and things are getting heated.

Earlier this week, Campbell expressed concern over his beloved Texas Tech football team playing a game against rival Houston on Friday, September 18. He believes that Fridays should be "sacred" for high school football and proceeded to take Big 12 Commissioner Brett Yormark to task for it.

"I heard about it through the (Tech football) staff up here and our administration that it was being discussed," Campbell said in an interview on Tuesday, per the Lubbock Avalanche-Journal. "They (TV partners) have the draft or whatever, and the conference doesn't want to really acknowledge it, but they do have an ability to influence those decisions. They just chose not to because they were chasing ratings — which I do understand on one hand, but on the other hand, high school football is important in the state of Texas.

"We've got a road game the week before. It's not an ideal situation for us, and… I think our conference should protect us more than they did."

LUBBOCK, TX – OCTOBER 22: General view of fireworks during the National Anthem before the game between the Texas Tech Red Raiders and the Oklahoma Sooners on October 22, 2016 at AT&T Jones Stadium in Lubbock, Texas. Oklahoma won the game 66-59. (Photo by John Weast/Getty Images)

As you might expect, Yormark did not appreciate being publicly lambasted like that. In a response on Wednesday, Yormark dismissed Campbell and made it clear that Campbell "does not run the Big 12" and it was a decision made by everyone in the organization.

"Cody Campbell does not run the Big 12," Yormark said. "Our Board and our ADs approved playing 12 games a year off of Saturdays in an effort to raise the profile, narrative, and viewership of Big 12 Football. Texas Tech hosting a primetime game on Friday night delivers that.

"Friday night Big 12 football games outperformed the Conference’s average rating by 64% in 2025. All of our schools are treated equally during the TV scheduling process and this game fits within our scheduling parameters. I am thankful that our TV partners provide us with these opportunities."

Campbell saw what Yormark said and responded with a post on Thursday declaring "everything runs through Lubbock."

“Apparently Brett didn’t get the memo: EVERYTHING RUNS THROUGH LUBBOCK!! Maybe we should bring the tortillas back??”

Rise of the Red Raiders

Campbell has made it his mission to lift his alma mater to the highest ranks of college football and in just a few short years has done a pretty good job of it. In 2025, Texas Tech went 11-1 in the regular season and won their first-ever Big 12 Championship while claiming their first conference title since 1994.

The Red Raiders qualified for the College Football Playoff for the first time, but were promptly smacked down at the hands of Oregon in a 23-0 blowout during the Orange Bowl.

This story was originally published by The Spun on Apr 2, 2026, where it first appeared in the College Football section. Add The Spun as a Preferred Source by clicking here.

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