Peacock and the Big 12 Conference have announced a significant partnership that will see the streaming service air a select slate of 20 exclusive Big 12 men’s basketball regular season games starting in the Fall of 2025. This multi-year agreement, revealed by NBC Sports, marks a strategic move to enhance the visibility of college basketball during the regular season.
The deal will encompass a mix of both conference and non-conference matchups. Each season, Peacock will present these 20 games, offering fans an opportunity to engage with high-stakes basketball action. This initiative aligns with NBC Sports’ broader college basketball strategy, which aims to feature nearly 200 men’s and women’s games across various conferences, including the Big Ten and the BIG EAST, many of which will also be available exclusively on Peacock.
Expanding Sports Offerings
In addition to Big 12 basketball, Peacock is set to showcase live NBA coverage beginning in the 2025-26 season and WNBA coverage starting in 2026. This expansion adds to Peacock’s growing portfolio, which already includes other major sports events such as the Olympic and Paralympic Games, the Premier League, and NCAA football, among others. Notably, Peacock has successfully streamed several significant sports events in recent years, including the first-ever streaming-exclusive NFL Playoff game in January 2024, which became the largest live-streamed event in U.S. media history at that time.
Peacock’s growing audience is noteworthy, with nearly 100 million monthly active users, as reported by comScore. This audience growth is bolstered by exclusive content that appeals to sports enthusiasts, ensuring that fans have access to thrilling moments in both collegiate and professional sports.
Impact on College Basketball Landscape
The Big 12 Conference has established itself as a powerhouse in college basketball. In 2025, seven teams from the Big 12 were selected for the NCAA Men’s Basketball Tournament, including conference champion Houston, which secured a regional No. 1 seed. Other notable teams included No. 3 seeds Iowa State and Texas Tech, No. 4 seed Arizona, No. 6 seed BYU, No. 7 seed Kansas, and No. 9 seed Baylor. This marked the 11th consecutive tournament in which the Big 12 received at least six bids, with four teams advancing to the Sweet 16—an achievement not seen since 2002.
Houston’s success in the tournament culminated in their advancement to the Final Four in San Antonio, marking their second appearance in five seasons. Notably, a Big 12 school has claimed two out of the last five NCAA Championships, with Kansas winning in 2022 and Baylor taking the title in 2021.
“We are thrilled to partner with NBC Sports and Peacock as we continue to expand access to Big 12 men’s basketball,” said a representative from the Big 12 Conference. This collaboration is expected to enhance the league’s promotion and storytelling, further engaging fans across multiple platforms.
This partnership not only represents a significant business development for both Peacock and the Big 12 but also reflects the growing importance of streaming services in the sports industry. As the landscape of sports broadcasting continues to evolve, such agreements will play a vital role in shaping how fans consume their favorite sports.
