How to fix the Big 12

To properly get to 12 teams, you need schools that pull their weight in other sports besides football, but are good enough in football that they don't shite themselves when the ball is snapped.

They also need to add markets and not have a stupid geographic footprint.

The simple solution is to start by making an east and west division. Have I-35 be the theoretical dividing line between the two divisions.

Based on this, before you add anyone, you split the current 10 teams as follows:

Big 12 West

Kansas State
Oklahoma
Texas
Texas Tech

Big 12 East

Baylor
Iowa State
Kansas
Oklahoma State
TCU
West Virginia

At this point, you either add 2 teams west of I35 (Colorado State and New Mexico) or you add 1 west team (Colorado State), move Kansas west, and add 1 east team (Memphis)

Let's assume the 2nd option.

Now your divisions are:

Big 12 West: CSU, Kansas, Kansas State, Oklahoma, Texas, Texas Tech

Big 12 East: Baylor, Iowa State, Memphis, Oklahoma State, TCU, West Virginia

For the Texas schools, you use a 5-2-2 format for scheduling (all Texas schools play each other every year). For the Oklahoma schools, you use a 5-1-3 format. For everyone else, you use a 5-4 format, trying to ensure that Big 8 opponents play as much as possible.

For your championship game, you rotate between East and West every year.

East: Houston, Kansas City
West: Arlington, Denver

Now you have a conference that is:

Power 5 in football
Great in basketball
Decent in womens' basketball
Average in baseball (ever since A&M and Nebraska left that was inevitable)
Decent in other sports