Big 12, WWE Expand Partnership with SmackDown Events in College Markets

The Big 12 Conference and WWE are expanding their partnership for the 2025 college football season by hosting several episodes of WWE's Friday Night SmackDown in Big 12 markets the night before major football games. Notably, SmackDown will take place in Dublin, Ireland, ahead of the Week 0 game between Kansas State and Iowa State, and in Orlando before the UCF versus North Carolina game, integrating WWE events with college football rivalries. This collaboration builds on an existing relationship that began in 2023, which included presenting custom WWE championship belts to Big 12 football champions and featuring WWE branding at championship games. The move is seen as an effort to tap into passionate college football crowds and expand WWE's visibility in new markets by recreating the energetic atmosphere similar to WCW’s Monday Nitro in the 1990s. WWE has also leveraged partnerships with celebrities and athletes to grow its mainstream appeal, and this expansion into college football markets aligns with its broader strategy under its parent company, the TKO Group, which also owns UFC. The initiative blends sports, entertainment, and fan engagement, though additional SmackDown dates during the football season have yet to be announced.