Football

Big 12 Conference Announces Key Enhancements for 2025 Edward Jones Big 12 Football Championship

IRVING, Texas --  Today, the Big 12 Conference announced a variety of entertainment and fan enhancements for the 2025 Edward Jones Big 12 Football Championship. Texas Tech will face BYU at 11 a.m. CT on Saturday, Dec. 6 at AT&T Stadium in Arlington, Texas on ABC.

Music and Game Enhancements
Award-winning country music star Jon Pardi will perform at halftime of the game, joined by both schools’ marching bands. The “Pardi Pit”, a new premium area for halftime, will bring fans in front of the stage for the performance. Lanie Gardner, who has opened for Jelly Roll, Gavin Adcock, and will be touring with Jason Aldean in January, will sing the national anthem prior to kickoff on Saturday.

Edward Jones CEO and Managing Partner Penny Pennington will be participating in the game’s official coin toss with captains from both teams.

Fan Experience
The week’s activities feature Big 12 Field Day at Peach Elementary School in Arlington as Big 12 student-athletes and staff spend a day with students filled with games, arts and crafts.

A Dallas skyline takeover will begin with a custom Big 12 football-themed light show on Reunion Tower on Friday and Saturday night.

The Big 12 BLVD. HeluvaGood! Fan Fest will welcome attendees for pregame entertainment at the East Plaza at AT&T Stadium from 9 a.m. to 11 a.m. CT. Saturday will also feature Big 12 Eats, presented by Undeniably Dairy, which will offer custom school-specific themed food and beverage items for fans.

The festivities for fans around the stadium on Saturday also include the Venmo Hall at Sports & Social Arlington at Texas Live! from 8 a.m. to 10 p.m. CT, with The Black Crowes taking the Live! Arena stage at 6:30 p.m.
During the game, the Monster Energy Student Sections of the Game will be recognized. One lucky fan in the stands will also have the chance to make a 35-yard field goal for $12,000 in the Allstate Kick Promotion.
 
Merchandise
Gameday gear for the teams and fans will be available through Big 12 partners Rally House and New Era. As the Conference’s official locker room apparel provider, New Era will provide championship hats and tees for the winning team.