The Big 12 has launched a new campaign called “Respect the Game” aimed at stopping offensive chants, particularly those targeting BYU and The Church of Jesus Christ of Latter-day Saints, during its sporting events. The initiative includes 30-second commercials promoting sportsmanship, which will air at every Big 12 event, along with longer videos highlighting stories of connection and community within the conference.
The move comes after multiple incidents of vulgar and religiously bigoted chants directed at BYU fans. These episodes have drawn fines and public reprimands from the conference. In 2025, Colorado was fined $50,000 after Buffaloes fans chanted offensively at a BYU football game. Oklahoma State received the same fine earlier this year following similar conduct at a basketball game against BYU. Cincinnati officials also issued an apology for chants heard at a 2025 football game against the Cougars.
Big 12 commissioner Brett Yormark announced the campaign during the league’s football media days at The Star, the Dallas Cowboys’ practice facility in Frisco, Texas, on July 7, 2026. Yormark said, “Creating environments rooted in respect and belonging is a priority we take seriously at the Big 12.” He added that “Respect the Game reflects our commitment to promoting sportsmanship across the conference while highlighting the many positive examples that define the Big 12 experience.”
The campaign was developed after the Big 12 formed a sportsmanship committee in June to address how to create welcoming and inclusive environments. University of Colorado Boulder Chancellor and committee chair Justin Schwartz said in a statement that the campaign is “about reinforcing the values that unite us and celebrating the positive impact sports can have on our campuses and communities.”
“Respect the Game” will also spotlight stories of connection, service, and hospitality, such as BYU’s Cougs Care alumni tailgate service projects. These examples are intended to provide positive narratives amid the recent negative incidents, according to the Big 12’s official announcement.
The league’s efforts follow a specific incident at Colorado State in September, when chants targeting BYU were particularly problematic. The Big 12’s statement says the committee met to “discuss how to foster environments that are welcoming, respectful and inclusive” and that the campaign is a direct response to ongoing challenges.
The video content created for the campaign will run alongside the commercials to share the experiences of individuals and programs within the Big 12 that embody sportsmanship and community values. The league hopes these stories will encourage a respectful atmosphere across all sports.
Yormark concluded, “Through this campaign, we’re celebrating the people, programs and traditions that represent the very best of our league.” The Big 12 has not announced specific penalties tied to the campaign beyond previous fines but appears focused on proactive education and awareness.
“Respect the Game” will begin rolling out during the 2026–27 season, with the commercials and video content set to reach audiences at every Big 12 sporting event. The conference’s statement said the effort is designed to create “respect, belonging and community across the league,” aiming to reduce offensive behavior by encouraging fans and participants to uphold sportsmanship.
The initiative remains in its early stages, and the Big 12 has not provided details on additional enforcement measures or whether the campaign will expand beyond football and basketball events.
According to Yahoo Sports.
