Big 12 Launched Respect the Game Campaign

The conference introduced new sportsmanship initiatives following incidents of discriminatory chants.

Updated on Oct. 2, 2026 in Philanthropy

Expressive sports illustration showing a collegiate athlete in motion, representing the Big 12's new sportsmanship campaign. — The Big 12 Conference has launched the 'Respect the Game' campaign, implementing new sportsmanship initiatives to combat discriminatory fan behavior following recent league incidents. AI Illustration. Upload story photo >

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The Big 12 Conference has unveiled its Respect the Game campaign, featuring educational videos and commercials, to address a rise in discriminatory fan behavior. The league has already imposed $50,000 fines on Colorado and Oklahoma State following documented reports of derogatory chants.

Why it matters

The campaign aims to foster a more inclusive environment after repeated reports of discriminatory chants at league games prompted the conference to increase its scrutiny. Campus student groups specifically requested this educational component to address ongoing sportsmanship issues.

The conference issued $50,000 fines to Colorado and Oklahoma State for fan conduct. The new campaign includes a 30-second commercial airing during league events to promote respectful behavior.

The players

Big 12 Conference

This is a collegiate athletic conference comprising 16 member institutions that manage intercollegiate sports programs across the United States.

Justin Schwartz

He serves as the chair of the Big 12 Sportsmanship Committee, which oversees behavior standards and policy enforcement for league members.

Brigham Young University

Located in Provo, Utah, this private research university became a member of the Big 12 Conference in 2023.

The details

Member schools are now utilizing in-game video messages from coaches and athletes while implementing protocols to remove offending fans and use loud music to drown out chants. The Big 12 Sportsmanship Committee, chaired by Justin Schwartz, continues to monitor venues after incidents occurred at Arizona, Colorado, Cincinnati, and Oklahoma State.

2021: Derogatory chants were reported at a USC football game.
2022: Derogatory chants were reported at an Oregon football game.
2023: Brigham Young University officially joined the Big 12 Conference.
November 2025: BYU fans organized a food pantry donation in Cincinnati.
September 2026: Derogatory chants occurred at a game at Colorado State.

Market Landscape

The league-wide campaign reflects a broader trend of major athletic conferences centralizing disciplinary policies to protect brand reputation and fan experience. This initiative positions the Big 12 as a proactive entity against its peers, countering the reputational risks posed by discriminatory behavior in collegiate stadiums.

Fans attending Big 12 sporting events may face stricter venue security measures and immediate removal for chanting derogatory slogans. These changes are intended to standardize the game-day environment across all member stadiums.

The takeaway

The conference has established a clear precedent by combining financial penalties with public-facing educational campaigns. Supporters should expect continued oversight as the league attempts to curb disruptive conduct at all member venues.