The Big 12 Conference is considering selling the league’s naming rights to a title sponsor, ESPN reported Thursday.

The potential revenue would be in the “hundreds of millions” over the course of such a deal, per the report.

The commercial sponsor’s name reportedly would replace “Big” in the name of the conference.

Big 12 officials have been exploring this option for the past sixth months, according to the report.

The Big 12 Conference will have 16 teams starting in 2024 with the departures of Oklahoma and Texas and the additions of Arizona, Arizona State, Colorado and Utah.