This is the mistake people make with the Big 12. For one, Houston is also one of their "markets" if such a thing exists. The Big 12 has no network and never will, aside from the Longhorn Network. So what matters to the Big 12 are branded universities. The best two they have now are Texas and Kansas, in terms of national appeal, with KU being all basketball and Texas in everything. After that, OU and WVU have solid football and basketball brands. K-State is developing one (and has damned good football, basketball and baseball teams this year), and Baylor is pretty well known in general. OK State is next and TCU, TT and Iowa State bring up the rear. The Big 12 is all about national appeal. Losing A&M and Nebraska really hurt. Missouri not so much, as their national brand is pretty non-existent. Colorado was a bigger loss in that regard.
That's why UCF and USF are non-starters, they bring nothing. Nationally they don't turn on any TV sets, and they barely register in Florida. UConn and BYU are logical because they have strong national brands, that turn on TV sets outside of their market. I think UNLV might be in that category as well, to a lesser degree. Cinci, while a good fit on football and geography basis, is a zilch from a branding perspective. Outside of southern Ohio and northern KY they don't even register.
The B1G cares about the NY market, the Big 12 really does not. But our brand name helps us anyway. Winning on the hardwood is critical. A final four would do wonders for UConn, post JC. A college world series would help. A major bowl game would be hugely helpful. It's one of the reasons they went through the branding exercise and came up with the unique football helmets. UConn cannot rely on the conference or region anymore. We have to become a national name to an even greater extent. The "just win" aspect is critical. You turn on a bowl game, and hey, it's UConn. NCAA tournament, men's and women's...there's UConn. Soccer tournament...hmmm, UConn. Hockey tournament, hopefully soon you'll see UConn. Baseball, there's UConn again. If there is a freaking college sport televised anywhere, we have to win at it.