The Big 12 is rolling out a brand-new sportsmanship campaign called “Respect the Game,” and honestly, it’s a direct response to some seriously messed-up incidents involving vulgar chants that have already cost schools fifty grand a pop. This isn’t just some feel-good initiative; it’s the league stepping up to tackle religious bigotry head-on, especially the awful stuff aimed at BYU and The Church of Jesus Christ of Latter-day Saints.
Enough Is Enough: The Real Story Behind the Campaign
You can’t blame the Big 12 for finally making a move here. This “Respect the Game” campaign kicked off because there’s been a rash of religious bigotry incidents targeting BYU at both football and basketball games in recent years. Remember the Colorado State game back in September? Ugly stuff. It got so bad that the league actually organized a sportsmanship committee in June just to figure out how to make game environments welcoming and inclusive again.
And yeah, some schools have already paid the price. Colorado got hit with a public reprimand and a whopping $50,000 fine in 2025 because their fans were dropping vulgar chants directed at BYU and its sponsoring institution. Earlier this year, Oklahoma State got slammed with the same $50,000 fine after similar chants broke out at a basketball game against the Cougars. Even Cincinnati officials had to apologize for chants at a BYU football game in 2025. This isn’t small potatoes; it’s a pattern, and the Big 12 knew it had to act.
What ‘Respect the Game’ Actually Looks Like
So, what’s the plan to fix this? “Respect the Game” is going all in. They’re airing 30-second commercials promoting sportsmanship at every single Big 12 sporting event. Plus, they’re dropping longer-form video content that’ll show off positive stories of “connection, service, hospitality, and community” from around the conference, like BYU’s “Cougs Care” alumni tailgate service projects. It’s about shining a light on the good stuff.
University of Colorado Boulder Chancellor Justin Schwartz, who chairs the Big 12 sportsmanship committee, nailed it when he said college athletics is at its best when it brings people together. He’s right, “Respect the Game” is all about reinforcing those core values and showing the positive impact sports can have. Commissioner Brett Yormark backed that up, saying creating respectful and belonging environments is a serious priority. This campaign is their commitment to sportsmanship, highlighting all the positive examples that truly define the Big 12 experience.
This isn’t just about commercials; it’s about shifting the culture. Will “Respect the Game” actually make a difference and clean up the sideline talk? The Big 12 is putting its money where its mouth is, and frankly, it’s gotta work. Here’s hoping it creates the kind of atmosphere college sports deserves.
This article was created with AI assistance and published under Seattle On Tap’s editorial standards. See our Editorial Policy.
Originally reported by Yahoo Sports.
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