The Big 12 Conference announced its “Respect the Game” campaign on Friday, a new initiative designed to educate about and combat the derogatory chants aimed at BYU players and fans at away games, along with other unsportsmanlike incidents in sports.
The initiative was formed during the offseason, during an August meeting that commissioner Brett Yormark announced at Big 12 Media Days in July. Yormark also stated in July that the conference has a "zero-tolerance" policy when it comes to derogatory chants.
“Respect the Game” will aim to educate fans on sportsmanlike conduct and inclusion through a series of 30-second videos that will be played at Big 12 sporting events and on broadcasts during Big 12 games, along with other measures.
“Creating environments rooted in respect and belonging is a priority we take seriously at the Big 12,” said Yormark in a statement. “Through this campaign, we’re celebrating the people, programs and traditions that represent the very best of our league.”
The campaign is run by the Big 12 Sportsmanship Committee, which is made up of member university presidents and administrators. Justin Shwartz, chancellor of the University of Colorado, is the chair of the committee.
“We decided that we should be proactive in asserting the value of sportsmanship to the Big 12 as part of our identity,” he told The Athletic.
Last season, Colorado was fined $50,000 after the derogatory chants were heard during a football game against BYU. Oklahoma State was also fined for a similar incident at a basketball game. The chants have taken place at various sporting events at the University of Cincinnati and the University of Arizona as well.
Just two weeks ago, the chants were heard during BYU’s 41-23 win at Colorado State, a member of the Pac-12. Colorado State issued an apology, as have many other schools.
Shwartz described the chants as “unfortunate, embarrassing, disappointing” to The Athletic.
The Church of Jesus Christ of Latter-day Saints, the organization that sponsors BYU, released a statement earlier this year about the chants.
“While not representative of the broader community, we expect better from those who do engage in these derogatory chants at various sporting events. Such chants are offensive, discriminatory and unacceptable. We commend the Big 12 Conference’s commitment to a unifying remedy.”
Last season and into this season, many of the Big 12 member schools have started to release statements and videos prior to matchups with BYU about maintaining a competitive but inclusive environment. Last year, Arizona football coach Brent Brennan encouraged fans to be respectful in a video released prior to his team’s home matchup against BYU.
The conference as a whole is now devoting time and resources to the issue with the aim of not just enforcing fines and other punitive action, but to actually provide context and education on who these chants are affecting and the gravity of religious discrimination.
Linda Livingstone, member of the committee and the president of Baylor University, told The Athletic the committee’s reasoning behind educating first and punishing second.
“Educate them about how to treat other people that might have different values and beliefs than they do, help them know how to win well and how to lose well,” she said, “while also educating that this unsportsmanlike behavior is not acceptable.”
Livingstone also said that the conference will continue its punitive measures if necessary. Schools have also been instructed to take measures to interfere with the chants if they do happen. This includes playing music to drown out the chants, issuing warnings to chanters and removing fans from venues.
The conference also plans to release a long-form video about the charitable efforts made by BYU alumni while visiting other schools. The biggest of these is BYU Cougs Care, a pregame tailgating event that supports local charities in the opponent’s community. Last season, The Church of Jesus Christ of Latter-day Saints donated 27,000 pounds of food to the University of Cincinnati student pantry.
Other schools will be highlighted in these long-form videos, including Kansas basketball’s Jayhawk Guest Services, a hospitality experience for home and visiting fans.
BYU has been faced with these discriminatory chants for years and from schools outside the conference, most notably at USC in 2021 and Oregon in 2022.