They are making a fortune in NCAA Tournament revenue in the WCC. #1 in the nation in fact (they are getting half of every credit they earn).
They have the longest Sweet 16 streak in the nation, a bunch of 1st Round NBA picks, the biggest basketball brand in their region of the country, and have made a pair of Final Fours. They lead in the NC game with 1:30 to go in 2017.
Does the Big 12 take them to a different level, or do they backslide as the lone basketball-only voice in a football conference, similar to what has happened to Wichita State?
I suppose we'll see.