The College Football Playoff landscape is shifting once again, and this time, the pressure is squarely on the Southeastern Conference.

Back in January, the major powerbrokers in college athletics—except for the Big Ten—had aligned behind a 16-team playoff model. Fast forward less than five months, and the script has flipped. Now, the Atlantic Coast Conference, the Big 12, and Notre Dame have thrown their support behind a 24-team postseason. The only holdout? The SEC.

Here’s the catch: For any format change to take effect, both the SEC and the Big Ten must agree. Under an agreement struck in March 2024, all other FBS conferences granted these two leagues authority over future playoff formats. It was a move designed to keep the SEC and Big Ten from breaking away to start their own postseason. But for the past year, the two conferences have been at odds on key issues—especially playoff expansion.

So, what does this new alignment mean? With the ACC, Big 12, and Notre Dame now on board with 24 teams, the CFP’s media consultants have been tasked with a critical question: How much additional revenue would come from adding 12 more teams, 12 more games, and an extra round to the playoff?

That work began two weeks ago and is expected to culminate in June at an in-person meeting of CFP decision-makers in Denver. At the heart of the debate is whether a 24-team field can generate enough new revenue to offset the estimated $250 million that would be lost if FBS conference championship games are eliminated.

The numbers are staggering. The SEC’s title game is valued at around $100 million, the Big Ten’s at roughly $75 million, and the ACC and Big 12 games are each worth at least $50 million, according to league estimates. The question looming over the room: Are an additional 12 games—mostly first-round matchups featuring three- and four-loss teams—worth that kind of money?

In his news conference Wednesday after the annual ACC spring meetings, commissioner Jim Phillips confirmed what had been rumored for weeks: his athletic directors and coaches want a 24-team playoff. The reasoning is twofold. First, it would give bubble teams—those that are deserving but currently left out—a chance to compete for a national title. Second, it would create more high-stakes football for fans and broadcasters alike.

Now, all eyes turn to SEC commissioner Greg Sankey. With the other power conferences in line, the ball is firmly in the SEC’s court—and the outcome could reshape college football’s postseason for years to come.