Athletic mailbag: Texas Tech or BYU as the Big 12’s biggest brand? Who are future coaching legends?

Can the Cougars be the face of the conference? Here’s what The Athletic’s Stewart Mandel thinks.

(Trent Nelson | The Salt Lake Tribune) BYU Cougars quarterback Bear Bachmeier (47) leaps over a Utah defender as BYU hosts Utah, NCAA football at LaVell Edwards Stadium in Provo on Saturday, Oct. 18, 2025.

Athletic mailbag: Texas Tech or BYU as the Big 12’s biggest brand? Who are future coaching legends?

Can the Cougars be the face of the conference? Here’s what The Athletic’s Stewart Mandel thinks.

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