NEW YORK and IRVING, Texas – Players Era, an EverWonder Studio company, and the Big 12 Conference today announced a first-of-its-kind partnership that will grant the Big 12 an equity stake in the marquee Players Era Men’s Championship tournament.
As a part of the landmark partnership, the Big 12 – which has established itself as the top conference in men’s basketball over the years – will see the top eight teams in the league standings receive automatic bids to the following years’ Players Era Men’s Championship, starting with the 2026 event and running through 2030.
For Players Era, this strategic evolution represents the next phase of expansion as it establishes a new operating framework in college basketball.
“The Big 12 Conference continues to lead collegiate athletics’ movement into a new landscape, and we are incredibly proud to enter into this partnership. The Conference has been instrumental to our growth from Day One. The Big 12 now receives guaranteed access to the biggest college basketball event outside of March and it will benefit perennial powers and teams with national championship aspirations. Over the next six years, Players Era will commit no less than $50 million dollars to Big 12 basketball programs in rights fees,” said
Seth Berger, CEO of Players Era.
“Credit to the Big 12 leadership for taking such a forward thinking approach that prioritizes creating new and exciting opportunities for the teams and players in their league, reflecting our shared vision for a future of college sports,” said
Ian Orefice, CEO of Ever Wonder. “The Big 12 is one of the country’s premier men’s college basketball conferences, and we are thrilled to have their top teams locked in for our event every year as we continue to build our November championships that celebrate the best players and teams in the country and creates a must-see event for college basketball fans.”
“The Big 12 Conference is thrilled to grow its partnership with Players Era,” said
Big 12 Commissioner Brett Yormark. “The tournament is a tremendous platform to showcase our Conference, student-athletes and coaches as the best in college basketball, and we look forward to continuing to make Players Era a national marquee event.”
Players Era and the Big 12 have already established a pipeline of marquee teams competing in the Players Era Men’s Championship. Houston competed in last year’s inaugural tournament, en route to a Final Four appearance and national-runner up finish. This year, the Cougars will be joined by Kansas, Iowa State and Baylor in the expanded 18-team field.
“Players Era is the premiere non-conference event in college basketball,” said
Houston head coach Kelvin Sampson. “It provides elite competition and puts our student-athletes on the biggest stage possible before Conference play."
Overall, this year’s Players Era Men’s Championship includes 13 teams ranked or receiving votes in the AP Top 25 poll and six that played in last year’s NCAA Sweet 16. The tournament will take place Thanksgiving week, November 24-27, at MGM Resorts International’s MGM Grand Garden Arena at MGM Grand Hotel & Casino and Michelob ULTRA Arena at Mandalay Bay Resort and Casino in Las Vegas, with every game aired by TNT Sports on TNT, truTV and HBO Max.