Pac-12 Conference

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.

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

Product category

Collegiate Athletic Conference

NAICS

Spectator Sports (71121)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Collegiate Athletic Conferences & Associations (MPAKACAA)

Keywords

• Collegiate athletics
• Media rights distribution
• Sports data licensing
• Athletic conference operations
• Sports integrity monitoring

Headquarters

HQ city

Walnut Creek

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature4 records

Partnerships

Six partnerships are on record, tiered minor, flagship and core.

• Lincoln Design Co.minorImplementation/ SI/ Consulting Partner · 27 April 2026Pacific 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 & AdvisoryminorImplementation/ SI/ Consulting Partner · 2 April 2026Executive 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 ConferenceflagshipStrategic or Co-development Partner · 1 April 2026Collaborative 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 SportscoreTechnology or Integration · 17 March 2026Multi-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)coreTechnology or Integration · 17 March 2026Enhanced 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 SportsflagshipChannel Partner/ Reseller/ Distributor · 13 November 2025Five-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

Broad 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

• Xx.com/pac12
• Facebookfacebook.com/Pac12Conference
• LinkedInlinkedin.com/company/60326

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Pac-12 Conference