College football's most expensive game is a Big 12 game, not SEC or Big Ten
PositiveSports

The recent revelation that the Holy War, a rivalry game in the Big 12, is the most expensive college football game highlights its significance in the sport. This game surpasses even those in the SEC and Big Ten, showcasing the growing competitiveness and fan engagement in the Big 12. It matters because it reflects changing dynamics in college football, where traditional powerhouses are being challenged, and rivalries are becoming more financially impactful.
— Curated by the World Pulse Now AI Editorial System