Back in the day, the football game between TCU and Tech was dubbed "The West Texas Championship". This weekend, the TCU and Tech baseball teams will play for the West Texas Championship and likely the Big 12 Championship as well.
If I worked for the Big 12, or any other Conference, I'd pitch the idea of a Conference Network, with multiple channels, so that when a momentous weekend in a sport that's picking up more and more interest happens, fans could watch games in a narrow aggregate and only have to flip one channel between games. Sadly, nothing like that exists.