Highlighted by program-building, continuity, and national success, the head coaches of the Big 12 drive the league’s competitiveness
The Big 12 is an unpredictable roller coaster where the teams you may expect to be the top contenders fall off the map while the predicted bottom-dwellers can take home the conference crown. In this erratic environment, having a consistent and reliable leader for your program is the key to navigating the choppy waters of college football’s most top-to-bottom competitive league. With only two jobs turning over, both to coaches returning home after tours elsewhere, that consistency sets up for a supremely entertaining season as these coaches look to bring their teams to the league mountaintop. The Big 12 is filled head coaches with experience, recruiting prowess, and big personalities. Given the ever-shifting winds of the league, this listing is sure to look starkly different by season’s end, but where do they stack up against each other headed into the 2025 season?
TIER 7 – Step Up or Step Out
The search firms are salivating. These are the hottest seats in the league, another disappointing campaign could have these schools on the hunt for a new coach again. While it only takes one season to turn around the fortunes of a program in the Big 12 and the league doesn’t feature the nation’s most vulnerable staffs, these coaches have little margin for error
- Scott Satterfield, Cincinnati Bearcats – It’s a hard life being the guy after The Guy, especially when making a major leap in competition. Luke Fickell led the Bearcats to consecutive NY6 appearances, including a bid to the 4-team College Football Playoff in 2021. When he bolted for the Big Ten, Satterfield was brought over from a floundering tenure at Louisville. In two seasons in the Big 12 the Bearcats have won just 4 conference games, missing a bowl in consecutive seasons for the first time since 2016-17. Cincinnati has gone three decades without three-straight bowl-less campaigns; if Satterfield is responsible for snapping that streak he will have earned his walking papers
- Brent Brennan, Arizona Wildcats – The debut season in Tucson was rough for Brennan, finishing 4-8 overall with just two Big 12 wins. This abysmal record came despite having the league’s leading receiver, the No. 8 overall pick of the 2025 NFL Draft, Tetairoa McMillan. The Wildcats will need to make major strides defensively to get to bowl eligibility and put Brennan safely off the hot seat in 2026 and beyond.
TIER 6 – Boomerang
There’s no place like home. After a technicolor journey around college football these coaches have now clicked their red slippers together and realized returned once again to a place where they found their greatest coaching successes.
- Scott Frost, UCF – Frost is returning to his coaching home after an epic flameout at his alma mater. While he may believe he took the wrong job when he made the move to Nebraska in an attempt to relive his on-field glory days with the Cornhuskers, there’s no question his time in Lincoln went about as poorly as possible. With Frost at the helm, Nebraska never finished better than 5th in the decidedly easier West division of the Big Ten and the ‘Huskers never made a bowl game in his four full seasons. However while at UCF he flipped the program in an instant and brought the program an undefeated season. He’ll need to bring the magic back to the Magic Kingdom, now in a power conference, to prove that single strike of lightning wasn’t a fluke.
- Rich Rodriguez, West Virginia – A coaching career that began 40 years ago as a student assistant for the Mountaineers, Rodriguez led his alma mater to massive success during his first stint as head coach from 2001-2007, ultimately taking a #2 BCS ranking into the season finale. WVU would lose that Backyard Brawl and Rodriguez would bounce to the Big House for three lack-luster seasons at Michigan leading to his dismissal, landing as head coach of the Arizona Wildcats two years later, reaching the Fiesta Bowl in 2014 and eventually being fired amid a sexual harassment lawsuit. Rodriguez wandered the wilderness as an analyst and assistant across the sport before taking the head coach role at Jacksonville State, creating a solid foundation of success during its transition into FBS. WVU may not have Pat White and Steve Slaton on the roster in 2025, Rodriguez will look to bring those glory days back to Morgantown.
TIER 5 – Duffle Bag Boys
Talent acquisition is the most important part of building a college football program, and to successfully bring in top athletes, you have to have the support of the people controlling the purse strings. If it’s about the Jim’s & Joes rather than the Xs & Os, these are the guys for the job. The programs have not yet hit the elite stratosphere of success nationally or within the conference, but of each keeps spending big and adding major talent through the transfer portal and high school recruiting, they’ll either win big or get a boot out the door for this group.
- Deion Sanders, Colorado Buffaloes – Coach Prime brought his Louis Vuitton luggage with him when he showed up in Boulder, including his son QB Shedeur and Heisman Trophy winner CB/WR phenom Travis Hunter. The Buffs found a solid step forward in 2024, but with those elite prospects now in the NFL, we will begin to find out how Neon Deion rates as an evaluator, developer, and game day schemer. He has a major QB battle between veteran Liberty transfer Kaidon Salter and elite recruit prospect, true freshman Julian Lewis.
- Joey McGuire, Texas Tech Red Raiders – TTU benefactor Cody Campbell has showered the program with cash, enough money to bring high-profile transfers and 5-star recruits to Lubbock. That investment has put a Texas-sized golden crown atop McGuire’s head, sure to weigh heavily as the expected ROI is for the Red Raiders to win the Big 12 and find Playoff glory; with the league’s softest non-conference schedule, anything less than double-digit wins this season would surely be considered a failure. It’s a tall task for a program that has never been ranked by the College Football Playoff Committee. While Tech has reached a bowl game in each of McGuire’s three seasons in Lubbock, one would think a postseason trip to Shreveport or Memphis is not what the big spenders have in mind for their money.
- Kalani Sitaki, BYU Cougars – BYU had a terrific bounce back season in 2024 and deserved more credit as a real at-large CFP candidate despite missing out on the Big 12 Championship due to league tie-breakers. Entering his 10th year leading the program Sitake had a standout season in the 2020 COVID campaign with Zach Wilson and has been a steady force throughout the transition from independence into the Big 12. He faces another uphill battle in 2025 with QB Jake Retzlaff pushed out of the program amid sexual assault allegations and honor code violations. However the future appears beaming with opportunity as Sitake is getting the type of NIL money that the basketball team used to lure top prospect AJ Dybantsa, bringing a top tier recruiting class, led by 5-star QB Ryder Lyons.
TIER 4 – No Flyover Country for Old Men
The cliff comes for every coach eventually, there is no outrunning the grim reaper. For some it’s a slow demise while others receive a sudden shock of humility. These coaches have a long track record of success and in previous seasons would have been atop this listing, but that success may now be in the rearview mirror after the reality of modern college football hit them right in the face in 2024. Will they be able to adapt and survive or will they remain steadfast and further stumble in 2025?
- Mike Gundy, Oklahoma State Cowboys – It’s hard to imagine how far off the map the Pokes fell in 2024, coming off a 10-win season in 2023. Winless in the Big 12, culminating with a 52-0 loss to Colorado, it was by far the worst year of Gundy’s 20 years as head coach in Stillwater. OSU placed zero players on the preseason All-Conference team and is being given little chance of competing in 2025. Perhaps former TCU QB Hauss Hejny can bring some life to the Cowboys and Gundy can turn it right back around.
- Kyle Whittingham, Utah Utes – The Utah fan base wrote a check that Whittingham was unable to cash in 2024, with expectation that Whittingham would instantly lead his squad to glory in its first season in the Big 12. Having been served a large serving of humble pie via a two-win conference performance last season. Whittingham has already named a coach in waiting, defensive coordinator Morgan Scalley and may have already decided he’s ready to retire, just hoping to close on a high note. With perhaps the nation’s best offensive line and a dynamic QB in transfer Devon Dampier, the Utes could be in line for a bounce back.
TIER 3 – NY6 Pedigree
This group of coaches have each climbed the mountain to find huge success on a national scale, however that level of dominance has not been sustained and it remains questionable whether they will ever be able to reach such heights again or break through the glass ceiling
- Sonny Dykes, TCU Horned Frogs – From the highest of highs with a Fiesta Bowl CFP Semifinal win in 2022 to the indignity of missing a bowl game in 2023, the Horned Frogs recovered nicely in 2024 despite a rocky start. When the roster and coaching staff is right, he has demonstrated ability to compete at the highest level. For Dykes to shake the allegations that his success was wholly driven by a Gary Patterson-built roster, the Horned Frogs need to get back to competing for Big 12 Titles and remain in the CFP conversation throughout the season. With returning starters at key positions across the roster, including QB Josh Hoover, 2025 sets up as an opportunity for another breakout campaign despite a schedule that appears more challenging than last year.
- Dave Aranda, Baylor Bears – The head coaching personification of the Undertaking rising from the dead gif. Aranda was on one of the hottest seats in the nation as he followed up a Big 12 Championship and Sugar Bowl win with consecutive losing seasons and bleeding talent into the transfer portal. With his back against the ropes, Aranda chose to embrace modernity and enter the NIL era by announcing “We Pay Players” Of course by then everyone was paying players, but this was novel to Aranda and the Bears. Aranda was able to reverse his fortunes and have a solid 8-win 2024 season, returns a talented QB in Sawyer Robertson while accumulating skill across the roster. Set to take on a challenging schedule, with Auburn & SMU in the non-conference, the Bears have high expectations in 2025. Can Aranda keep the good vibes rolling in Waco?
- Willie Fritz, Houston Cougars – How can the Houston coach be this high on the list? The Cougars entered the Big 12 with the deepest talent deficit, made even worse with transfer departure of stars like Matthew Golden and Alton McCaskill. Taking over from Dana Holgorsen, Fritz had a mountain to climb roster-wise to become competitive. While that journey still continues, Fritz has already shown prowess in scheme and recruiting. The UH 2026 recruiting class already features a five-star QB and multiple four-stars, so while the wins might not pile up in the short-term, Fritz is building a foundation that will lead to long-term sustained success in H-Town.
TIER 2 – White Board Wizards
Even when at a talent disadvantage on paper, these coaches are able to make magic happen on the field. These programs can directly point to coaching prowess as the driving factor in the team’s success. Each program has seen the lows that can come with lower-caliber coaching and can surely appreciate the floor-raising skill these schemers bring to the table. There is a reason these names are brought up when any job opens across the country, but the Big 12 programs have been able to retain these star coaches
- Lance Leipold, Kansas Jayhawks – KU has long been the cellar-dwelling punchline of Big 12 Football. Prior to Leipold’s arrival in 2021, the Jayhawks had not been to a bowl since 2008; Leipold has led Kansas to two bowls in his four seasons. Lawrence has hosted College GameDay and become a real factor in the league, and with better health luck at QB would’ve surely climbed to even greater heights. With a new stadium renovation, Leipold has built meaningful excitement around the program despite recruiting rank typically in the 60s nationally. A nightmare for defensive coordinators, Leipold finds a way to manufacture offensive progress, giving the Jayhawks a chance to emerge victorious no matter the opponent.
- Matt Campbell, Iowa State Cyclones – Prior to Campbell’s arrival in Ames in 2016, ISU had not won just three bowl games in program history; the Cyclones have won three bowl games during Campbell’s tenure, including a Fiesta Bowl victory over Oregon that earned the program its first ever Top Ten ranking to finish a season. ISU was a win away from the College Football Playoff in 2024, falling to Arizona State in the Big 12 Championship. With QB Rocco Becht returning behind center, the Cyclones are sure to be a contender again in 2025.
- Chris Kleiman, Kansas State Wildcats – A four-time FCS National Champion at North Dakota State, Kleiman was granted the tall task of replacing coaching legend Bill Snyder in Manhattan. He didn’t just survive that transition, but brought the Wildcats to even further success, winning the Big 12 in 2022, reaching bowl eligibility in all seasons except 2020, and twice finishing the season ranked in the Top 20. Kleiman has built a frightening juggernaut at K-State with a team that will make opponents surrender. With dynamic athlete Avery Johnson back at QB, Kleiman at the ‘Cats are sure to be a top contender in the league again.
TIER 1 – The Hotness
- Kenny Dillingham, Arizona State Sun Devils – To be an elite coach in 2025, you have to be able to do it all – a CEO that brings in the best coaching and support talent, on-field scheme & decision making expertise, a dominant force on the recruiting trail, and a big personality to fire up the fans, players, and boosters. In the Big 12, only ASU’s Kenny Dillingham fits the bill in full. Riding a super trio of QB Sam Leavitt, RB Cam Skattebo, and WR Jordyn Tyson, the Sun Devils won the Big 12 in its debut season and were one play away from reaching the CFP Semifinals. With Leavitt & Tyson back in Scottsdale for another season, ASU is again to be feared in 2025. With a target squarely on his back and no longer able to sneak up on opponents, Dillingham will have a battle on his hands to keep the Devils atop the Big 12 mountain. Will the flame fade under the spotlight or burst into an uncontrollable wildfire to sustain the Sun Devils for years to come?