According to ESPN's Peter Thamel, the Big XII is looking to sell its naming rights to the highest bidder.
The possibilities are endless, as is the hilarity of it all...
The "Outback 16"? Big 12 presented by Roundup?
https://www.espn.com/college-football/story/_/id/40342941/sources-big-12-explores-selling-naming-rights-title-sponsor