The Pac-12 conference added four programs from the Mountain West earlier this month in San Diego State, Boise State, Colorado State, and Fresno State – just the tip of the iceberg of what projects to be a flurry of conference realignment moves over the next few months.
Eight teams is the Pac-12’s minimum to qualify for FBS eligibility in 2026, so that remains commissioner Teresa Gould’s priority. For now.
But once the conference has that box checked, could adding marquee non-football brands – namely the college basketball powerhouse Gonzaga Bulldogs – be next up on the priority list?
We look at the pros and cons of adding Mark Few and the Zags to the Pac-12:
The Pros
Gonzaga is the most recognizable college brand that does not have a football team. UConn and Villanova have (admittedly bad) football programs, while Gonzaga is more notable than other Big East powers like Marquette, Creighton, and St. John’s.
The data backs this up, as Gonzaga hired prominent consulting firm Navigate to help make a case for power conference inclusion last year. Navigate found Gonzaga has among the highest TV power metrics in the entire sport, and estimated the program is worth $15 million – a staggering number for a non-football school.
Speaking of Navigate, the Pac-12 also hired the consulting firm to help them make expansion decisions…and one would be remiss to not point out the connection there and what it could mean for a future partnership.
Geographically, the Pac-12 and Gonzaga are a perfect fit. Located in Spokane, WA, Gonzaga is about 75 miles from Pullman where Washington State resides, and less than 450 miles from both Boise and Corvallis.
Gonzaga’s status as an elite basketball program is backed up by results on the hardwood. Few has led this team to the NCAA Tournament every single season since 1999(!) and the Zags have been to the Sweet 16 eight straight seasons – an incredible feat for a small Jesuit Catholic school in the WCC.
Lastly, the lack of football does have a benefit for the Pac-12, as it likely makes Gonzaga more cost effective for the conference. If the Pac-12 can land Gonzaga for less money than it would cost to add UTSA, it would be silly not to.
The Cons
Roughly 85% of all media revenue from college athletics comes from football. Adding a program (or programs) that don’t add value in that area always comes with risk, even if the cost is less prohibitive.
If the Pac-12 feels there are football brands out there that add value to the conference and appeal to the potential media partners then it makes far more sense to make them a priority over a non-football entity.
Gonzaga is also a very small school with a small student and alumni population, compared to other targets, and is located in Spokane – roughly the 70th biggest media market in the country.
Additionally, as reported by John Canzano on Locked On Zags, there are some Pac-12 officials who are concerned about Gonzaga’s long term stability if and when Mark Few retires. Gonzaga has poured a ton of money into on campus facilities, and it has resulted in improved performances in baseball, soccer, volleyball, and other Olympic sports, but Few’s retirement remains a source of concern for some decision makers in conference expansion.
Lastly, there’s a question of whether Gonzaga would even accept an invite to the Pac-12. The Bulldogs have been in rumors with the Big 12 for quite a while, and even the Big East has been in the mix at times.
Neither the Big 12 or Big East look particularly likely for the Zags at this point, or perhaps ever, but Gonzaga could also opt to stay in the WCC where basketball is king and they are getting a sweet deal with regards to revenue share and a double bye in the conference tournament.
Verdict
Gonzaga to the Pac-12 was always a conversation, even during the previous iteration of the conference, but now that the league is a bit more desperate to fill out a competitive group of teams and get back to power status, it feels like an obvious solution.
Getting squared away in football, possibly by adding Memphis, Tulane and a third team – maybe UTSA, UNLV, or South Florida – is no doubt the priority for Gould and the Pac-12.
After that? Gonzaga, possibly paired with another non-football program like Grand Canyon, St. Mary’s, or Wichita State, should be high on the list.
