Big 12 Conference Announces Launch of “Basketball All-Access Pass”, an Exclusive Membership Program for Big 12 Men’s Basketball Championships

February 26, 2024
Big 12 x Legends

Today, the Big 12 Conference announced the launch of the Basketball All-Access Pass, a new membership program for fans at the Big 12 Men’s Basketball Championship. This membership – which includes a Premium and Priority option – will provide fans the opportunity to purchase the same seat location for the Basketball Championship each year through 2031. The All-Access Pass will only apply to 12% of venue seating, with the remainder being unchanged.

The program will debut for the 2025 Basketball Championship, the Conference’s first-ever 16-team tournament that will see Arizona, Arizona State, Colorado, and Utah make their Championship debut. The All-Access Pass program is being executed in partnership with global premium experiences company Legends.

“We are thrilled to be the home of the best basketball in college athletics. As the Big 12 continues to grow, we are committed to elevating fan experience and access,” said Commissioner Yormark. “The Basketball All-Access Pass program provides our fans with a unique opportunity to purchase preferred seats for years to come, as well as exclusive benefits and second-to-none access throughout our Basketball Championships.”

In 2023, Legends began conducting a fan survey of 12,000 Big 12 basketball fans, collecting feedback on a variety of elements surrounding the Big 12 Basketball Championship, including ticketing, seating, and fan experience. A key takeaway was fans’ desire for more premium seating opportunities, serving as a driving factor in the creation of the All-Access Pass.

Membership will be offered in two tiers – Premium Membership and Priority Membership. Premium Membership will provide access to a floor seat or premium lower level seats each year for all sessions, as well as access to premium clubs. The Priority Membership will provide fans access to premium lower level seats for only the sessions their team is participating in, as well as loaded tickets for concessions.

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See also: Press Release