The Big 12 Conference announced plans for a Championship Saturday spectacle at AT&T Stadium, where Texas Tech and BYU will compete for the conference title and a College Football Playoff berth.
Jon Pardi will headline the halftime show at the 2025 Edward Jones Big 12 Football Championship. The country music star will perform alongside both schools’ marching bands from a new on-field setup designed to bring fans closer to the action.
The conference is introducing a “Pardi Pit” – a premium field-level viewing area that puts fans directly in front of the stage during the performance.
Lanie Gardner will sing the national anthem before kickoff.
Championship Week Extends Beyond the Stadium
The Big 12’s Championship week activities start before game day. Conference student-athletes and staff will visit Peach Elementary School in Arlington for a Big 12 Field Day, spending time with students through games and arts and crafts.
Dallas will feature a football-themed light show on Reunion Tower Friday and Saturday nights. The skyline “takeover” gives the game a visible footprint well beyond Arlington.
Game Day Activities and Entertainment
The Big 12 BLVD. Fan Fest presented by HeluvaGood! runs from 9 to 11 a.m. CT on the East Plaza at AT&T Stadium. The pregame event offers entertainment and activations before gates open.
Big 12 Eats, presented by Undeniably Dairy, will serve school-specific food and beverage items inside and around the venue. The offerings aim to give fans home flavors in a neutral-site setting.
The Venmo Hall at Sports & Social Arlington in the Texas Live! district will operate from 8 a.m. to 10 p.m. CT.
The Black Crowes are scheduled for a 6:30 p.m. set on the Live! Arena stage. The postgame concert gives fans an option whether they stay in the stadium neighborhood or come just for the music.
In-Game Features and Merchandise
The conference will recognize the Monster Energy Student Sections of the Game, continuing an emphasis on student participation that’s been a league priority.
One fan will be selected for the Allstate Kick Promotion. They’ll attempt a 35-yard field goal worth $12,000, adding a made-for-TV moment to the broadcast.
Championship-branded gear for both Texas Tech and BYU, along with neutral Big 12 items, will be available through partners Rally House and New Era in and around AT&T Stadium.
The Big 12 Championship kicks off at 11 a.m. CT with the broadcast on ABC.
