DALLAS — As Big 12 Commissioner Bob Bowlsby opened Big 12 media days with his annual state-of-the-conference address, the giant video wall set up behind him practically shouted a new slogan:
"EVERY GAME MATTERS."
It felt like something new, but don't worry. Although it was hard to find Monday, "One True Champion" officially remains the league's motto. "Every Game Matters," a reference to the league's round-robin schedule, is "a reinforcement of our position statement," according to league spokesman Bob Burda.
If the messages seem mixed, it was probably fitting. As kickoff finally draws near, the Big 12 doesn't seem sure what it wants, or confident of its position in the college football landscape.