Pac-12 Conference
The Pac-12 Conference is a collegiate athletic conference in the Western United States, currently rebuilding from two remaining full members (Oregon State, Washington State) to nine with seven incoming in 2026-27, monetizing competition via media rights (USA Sports), official data licensing to sportsbooks (Genius Sports), and integrity services (IC360).
- Company typePrivate
- Founded1915
- HeadquartersWalnut Creek, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Pac-12 Conference does
The Pac-12 Conference is a collegiate athletic conference founded in 1915 and currently headquartered in San Francisco, governing intercollegiate athletics among member universities in the Western United States. Following a wave of conference realignment in 2023-2024 that saw 10 member schools depart, the conference now operates with two remaining full members — Oregon State University and Washington State University — and is rebuilding with seven additional full members scheduled to join for the 2026-27 season. The conference operates as a private 501(c)(3) organization governed by its member institutions, under Commissioner Teresa Gould.
The Pac-12's commercial platform is centered on media rights and, increasingly, data licensing. A five-year deal with USA Sports (USA Network) covers 22 college football games and over 50 men's basketball games annually through 2031-32, while a multi-year partnership with Genius Sports deploys the GeniusIQ AI and data platform across every Pac-12 football and basketball venue, granting Genius exclusive worldwide distribution rights to official competition data for licensed sportsbooks under a new Authorized Gaming Operator program. Additional infrastructure includes an integrity partnership with Integrity Compliance 360 (IC360) integrating ProhiBet, a strategic collaboration with the Big West Conference for men's soccer, and a rebuilt brand identity designed by Lincoln Design Co.
Financially, the realignment produced an acute revenue contraction: FY2025 revenue fell to $111.5 million from $566.6 million the prior year, with television rights fees collapsing from $381 million to $3 million, producing a $21.7 million operating deficit while distributing $29 million to each of the two remaining members. The rebuild — anchored by the USA Sports deal, Genius Sports data monetization, and incoming members — forms the basis of the conference's turnaround thesis.
Pac-12 Conference firmographics
Firmographics- Name
- Pac-12 Conference
- Legal name
- Pac-12 Conference
- Website
- https://pac-12.com
- Company type
- Private
- Founded year
- 1915
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Pac-12 Conference is a collegiate athletic conference in the Western United States, currently rebuilding from two remaining full members (Oregon State, Washington State) to nine with seven incoming in 2026-27, monetizing competition via media rights (USA Sports), official data licensing to sportsbooks (Genius Sports), and integrity services (IC360).
- Ownership category
- akta.pro rank
Pac-12 Conference industry classification
Industry- Product category
- Collegiate Athletic Conference
- NAICS
- Spectator Sports (71121)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Collegiate Athletic Conferences & Associations (MPAKACAA)
Keywords
Where Pac-12 Conference is headquartered
LocationHeadquarters
- HQ city
- Walnut Creek
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pac-12 Conference business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Media Rights: Television and media rights fees form a significant portion of conference revenue. The fiscal year 2025 tax return showed television rights fees plummeted from $381 million to just $3 million following conference realignment, though a new five-year deal with USA Sports (22 football games, 50+ basketball games annually) is expected to generate $7-10 million per school annually.
- Sports Betting Data Licensing: New revenue stream through exclusive distribution of official Pac-12 competition data to licensed sportsbooks worldwide via Genius Sports partnership. The conference positions itself as an early-mover in data rights, creating revenue through moment-based advertising and data commercialization.
- Member Distributions: Revenue distributed to member schools from media rights, conference distributions, and other revenue streams. Remaining members Oregon State and Washington State each received $29 million distributions in fiscal year 2025.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Pac-12 Conference product offering
Product offeringCore offering
The Pac-12 Conference organizes intercollegiate athletic competition among its member universities, negotiates and sells media and broadcast rights for those competitions, licenses official competition data to sportsbook operators, and distributes the resulting revenue to member institutions. Following 2023-2024 conference realignment that reduced it to two members, the conference is rebuilding with seven incoming full members for the 2026-27 season and has added new technology-driven revenue streams around data commercialization and integrity monitoring.
Product overview
The Pac-12 Conference is a collegiate athletic conference that operates as a rebuilt league following conference realignment, currently with two full members (Oregon State and Washington State) and seven incoming members for 2026-27. The Pac-12's product portfolio centers on its athletic competitions and media/data rights, including a multi-year partnership with Genius Sports deploying the GeniusIQ data and AI platform across football and basketball venues, exclusive sportsbook data distribution through an Authorized Gaming Operator program, moment-based advertising via Moment Engine, and Performance Studio analytics for member schools. The conference also offers a comprehensive Integrity Program powered by IC360's ProhiBet for prohibited bettor monitoring. Media coverage is delivered through a five-year USA Sports broadcasting deal for football and basketball games on USA Network. The conference also maintains a distinct brand identity featuring its new primary mark and logo.
Differentiator
Problem solved
Functional benefit
Products and services
- Pac-12 Media Rights Package Portfolio of television, streaming, and digital broadcast rights for Pac-12 football and basketball competitions, sold to broadcast networks and media companies. Includes the 2025-2031 USA Network deal and ancillary digital rights.
- Authorized Gaming Operator Program Exclusive official-data licensing program administered by Genius Sports that distributes Pac-12 competition data and feeds to licensed sportsbook operators worldwide, creating a new revenue stream and integrity perimeter around wagering on conference events.
Quantifiable outcome
- Revenue collapse from $566.6M to $111.5M following realignment, with TV rights fees dropping from $381M to $3M
- +1 more outcomes
Companies that use Pac-12 Conference
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Pac-12 Conference technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability4 records
Feature4 records
Pac-12 Conference partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor, flagship and core.
- Lincoln Design Co.minorPacific Northwest-based brand design agency that served as the design agency on the development of the Pac-12's new primary mark and logo, which became the foundation of the rebuilt conference's brand identity.
- Excel Search & AdvisoryminorExecutive search firm that served as the search firm for the placement of Kendall Tyson as the Pac-12's new Chief Financial Officer from the NHL's Seattle Kraken.
- Big West ConferenceflagshipCollaborative partnership for men's soccer starting in the 2026-27 season, including shared scheduling and affiliate memberships for four schools. Aims to strengthen Division 1 men's soccer opportunities in the western United States and ensure postseason access for student-athletes.
- Genius SportscoreMulti-year partnership to deploy GeniusIQ data and AI platform across Pac-12 football and basketball venues, enabling real-time data tracking, video capture, moment-based advertising, and performance analysis. Genius Sports serves as exclusive distributor of official Pac-12 competition data to licensed sportsbooks worldwide under a new Authorized Gaming Operator program.
- Integrity Compliance 360 (IC360)coreEnhanced multi-year partnership integrating ProhiBet, an industry-standard prohibited bettor solution, into the conference-wide Integrity Program. Provides real-time monitoring to ensure conference officials and staff comply with wagering regulations while delivering alerts on global betting activity to prevent corruption.
- USA SportsflagshipFive-year broadcasting deal for football and basketball beginning next fall, airing 22 college football games and over 50 men's basketball games on USA Network, extending through the 2031-32 school year. First media partnership for USA Sports after becoming separate entity under Versant.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Pac-12 Conference competitors and assessment
Company assessmentBroad incumbents
- Big Ten Conference: The Big Ten is one of the Power Two conferences (alongside the SEC) and is the dominant force in collegiate athletics after absorbing USC and UCLA from the Pac-12. It is comparable as a collegiate athletic conference operating league-wide media rights, championship events, and revenue distribution to member universities.
- Atlantic Coast Conference (ACC): The ACC is a Power conference that underwent its own realignment stress (poaching of member schools to the Big Ten, Big 12, and SEC). It is comparable as a collegiate athletic conference navigating membership stability, media rights renegotiation, and legal disputes (its Grant of Rights litigation is instructive for the Pac-12's antitrust exposure).
- SEC (Southeastern Conference): The SEC is the dominant Power conference alongside the Big Ten, having absorbed Texas and Oklahoma from the Big 12. It is comparable as a collegiate athletic conference that monetizes premier football inventory through long-term media rights deals and revenue distribution to member institutions.
Direct peers
- Big 12 Conference: The Big 12 is a Power conference that has been a primary beneficiary of Pac-12 realignment, absorbing four former Pac-12 schools. It is directly comparable as a collegiate athletic conference with similar revenue model (media rights, distributions), membership scale, and recently refreshed media rights deal structure.
- Mountain West Conference: The Mountain West is a Group of Five conference that is both a direct competitor in realignment (the Pac-12 recruited four of its schools) and a litigation counterparty (active antitrust lawsuit against the Pac-12). It is highly comparable as a collegiate athletic conference with similar membership scale and media-rights-dependent revenue model.
- American Athletic Conference (AAC): The AAC is a Group of Five conference that has been an active recruiter of schools during realignment and is exploring expansion. It is comparable as a mid-major collegiate athletic conference with similar revenue scale, media rights dynamics, and ongoing member recruitment strategy.
- Conference USA (C-USA): C-USA is a Group of Five collegiate athletic conference that has undergone multiple rounds of realignment-driven reshaping. It is comparable as a conference rebuilding membership and monetizing media rights at a similar scale to where the Pac-12 is likely to settle.
- Sun Belt Conference: The Sun Belt is a Group of Five conference that has benefited from realignment through the addition of several schools. It is comparable as a mid-major collegiate athletic conference competing for the same tier of athletic programs, media partners, and postseason access.
- Mid-American Conference (MAC): The MAC is a Group of Five conference that has explored realignment and media rights innovations (including a pioneering all-digital media deal with ESPN). It is comparable as a collegiate athletic conference with similar revenue scale and similar dynamics around media rights innovation in the post-realignment landscape.
Regional players
- West Coast Conference (WCC): The WCC is a regional collegiate athletic conference based in the western United States, with comparable basketball-heavy product and overlapping geography with Pac-12 markets. It is comparable as a regional collegiate athletic conference with similar membership and media rights model, though it does not currently compete directly with the rebuilt Pac-12 in football.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
Pac-12 Conference social profiles
Digital presencePac-12 Conference financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pac-12 Conference leadership team
Management profileNumber of profiles
Profiles2 records
Pac-12 Conference funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pac-12 Conference M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pac-12 Conference
What does Pac-12 Conference do?
The Pac-12 Conference organizes intercollegiate athletic competition among its member universities, negotiates and sells media and broadcast rights for those competitions, licenses official competition data to sportsbook operators, and distributes the resulting revenue to member institutions. Following 2023-2024 conference realignment that reduced it to two members, the conference is rebuilding with seven incoming full members for the 2026-27 season and has added new technology-driven revenue streams around data commercialization and integrity monitoring.
Is Pac-12 Conference a public or private company?
Pac-12 Conference is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Pac-12 Conference founded?
Pac-12 Conference was founded in 1915. It employs 1 to 10 people.
Where is Pac-12 Conference based?
Pac-12 Conference is headquartered in Walnut Creek, United States, in the North America region.
How does Pac-12 Conference make money?
Three revenue lines are on record. Media Rights are the primary driver. The others are sports Betting Data Licensing and member Distributions.
Who are Pac-12 Conference's main competitors?
Broad incumbents on record are Big Ten Conference, Atlantic Coast Conference (ACC) and SEC (Southeastern Conference). Direct peers are Big 12 Conference, Mountain West Conference, American Athletic Conference (AAC), Conference USA (C-USA), Sun Belt Conference and Mid-American Conference (MAC). West Coast Conference (WCC) is listed as a regional player.
Does Pac-12 Conference have an API?
No public API is recorded for Pac-12 Conference.
What industry is Pac-12 Conference in?
Pac-12 Conference's product category is Collegiate Athletic Conference. Its primary akta.pro industry code is MPAKACAA, Collegiate Athletic Conferences & Associations. Its NAICS code is 71121 and its SIC code is 8600.