Greg Sankey’s Public Apology to Texas Football and Steve Sarkisian Sends Strong Message About SEC’s Vision and Accountability

Greg Sankey’s Public Apology to Texas Football and Steve Sarkisian Sends Strong Message About SEC’s Vision and Accountability

Greg Sankey, the commissioner of the Southeastern Conference (SEC), is known as one of the most poised and deliberate leaders in college sports. At the 2025 SEC Media Days in Atlanta, he did something few would have expected: he offered a public apology to Texas Longhorns head coach Steve Sarkisian and the Texas football program. The apology came during the opening remarks of the event and sparked immediate reaction and curiosity across the college football world. It wasn’t a moment of weakness or damage control—it was a calculated gesture signaling both accountability and the SEC’s commitment to fairness, respect, and long-term unity as Texas and Oklahoma officially enter their first full season as SEC members.

Sankey’s apology centered on a scheduling miscommunication involving Texas’ 2024 SEC debut, which resulted in the Longhorns opening their conference journey with a gauntlet of road games and high-profile opponents in a short span. The Longhorns were assigned to play Alabama in Tuscaloosa, Georgia in Athens, and Texas A&M in College Station—three of the SEC’s toughest venues—within their first six conference games. Sarkisian had publicly downplayed any frustrations about the schedule in 2024, but it was clear behind closed doors that Texas officials felt blindsided by how steep their welcome to the SEC would be.

At SEC Media Days, Sankey addressed the situation directly.

“We didn’t get it quite right,” Sankey admitted in his opening statement. “There were complexities in integrating two proud programs into a league that’s already among the most competitive in all of sports. We’ve had a long internal discussion about how we ensure that fairness and balance are upheld in everything we do. I want to personally apologize to Coach Sarkisian and the University of Texas for the difficulties they encountered in their scheduling transition. We value their place in this league and want them to know they were heard.”

The statement sent ripples through the room. Few commissioners are known for direct public apologies, especially when it concerns competitive disadvantages tied to league scheduling. Sankey’s tone was not defensive; instead, it was a gesture of solidarity as the SEC embraces its expansion era. And while the apology itself doesn’t change Texas’ past schedule or losses, it symbolizes something much larger—the SEC’s desire to present itself as a unified, adaptive, and mature organization amidst massive change in college football.

The 2024 SEC schedule was the first to integrate Texas and Oklahoma, both formerly of the Big 12. It was a major reshuffling of tradition, rivalries, and travel expectations. While Texas brought with it one of the largest brands in the sport and a rejuvenated fan base under Sarkisian, there were concerns about how fairly the newcomers would be treated—whether they’d be thrown into the fire or welcomed with transitional consideration.

As the season progressed in 2024, it became clear that Texas had drawn the short straw. The team handled its first few games well but began to show signs of fatigue and strain as the conference slate wore on. Analysts, fans, and even rival coaches noted the uphill climb the Longhorns faced in facing multiple top-10 opponents on the road early in the season.

Sarkisian, ever the professional, rarely complained in public. But it’s widely known in coaching circles that he was frustrated with how the league handled the scheduling. Texas athletic director Chris Del Conte reportedly had private conversations with SEC officials throughout the 2024 season to express concerns and advocate for better clarity moving forward. This wasn’t just about wins and losses—it was about respect.

That’s why Sankey’s apology means more than it appears on the surface. It’s not just about a slate of games; it’s about recognition. It’s about the SEC, a conference built on Southern tradition, acknowledging that with expansion comes new responsibility—to fairness, to transparency, and to the integrity of the game.

The apology also sets the tone for how Sankey wants the SEC to be viewed in the new college football landscape. As the sport barrels toward a new playoff format, conference realignment, and mounting pressures from NIL and the transfer portal, Sankey is clearly trying to steer the SEC as a forward-thinking yet accountable league. By publicly acknowledging a mistake, he’s separating the SEC from the bureaucratic aloofness that has plagued college athletics governance for decades.

It’s also a strategic move from a PR standpoint. Texas fans are passionate, proud, and vocal. Had Sankey not addressed the issue directly, resentment could’ve built—especially if the 2025 schedule repeated similar imbalances. Instead, the commissioner has now essentially told the Texas faithful: “We heard you. We’ll do better.”

For Sarkisian, the moment was likely appreciated. While he didn’t offer extensive comments about the apology during his media session, sources close to the Texas program suggest that the gesture was well received. Sarkisian has done a masterful job restoring Texas to national prominence, and the program’s ability to land top recruiting classes and develop elite talent has brought them back into championship conversations. But even a program of Texas’ stature can falter under unfair strain.

As Texas enters the 2025 season, there is already reason for optimism. The schedule this time is much more balanced, and the league has made efforts to rotate marquee matchups more evenly. The Longhorns will still face tough opponents—it’s the SEC, after all—but the travel demands and timing appear more measured. The 2025 slate includes home matchups against LSU and Ole Miss, with manageable road trips to Auburn and Mississippi State. The annual Red River Rivalry with Oklahoma remains neutral at the Cotton Bowl, preserving one of college football’s great traditions.

The apology also sends a message to Oklahoma and other SEC schools. If the league is willing to admit a misstep and make corrections for Texas, it reinforces that fairness and competitive equity matter, no matter how old or new a program is to the conference. It also builds trust—something Sankey will need in abundance as the college football world continues to evolve.

Additionally, Sankey’s move has implications beyond just football. With schools battling for media rights attention, NIL revenue, and future playoff berths, perception matters. A conference that takes care of its members, admits mistakes, and leads with clarity becomes an attractive destination for top-tier recruits, coaches, and administrators.

College football is entering its most transformative era yet. The 12-team playoff begins soon. Revenue-sharing models are being debated. Player movement is at an all-time high. Amid this chaos, the conferences that lead with vision, empathy, and accountability will be the ones that thrive. Sankey appears to understand this better than most, and his apology was more than just words—it was a roadmap for how the SEC plans to adapt.

While Texas fans may still feel stung by the rough welcome of 2024, they can now look ahead with a bit more optimism. Their place in the SEC is secure, respected, and increasingly influential. Sarkisian has the talent and leadership to guide the Longhorns into title contention, and with the support of the conference, their odds only improve.

In a sport where public apologies are rare and egos run high, Greg Sankey’s decision to speak directly to Texas and Sarkisian is worth applauding. It showed humility, leadership, and a genuine desire to move the conference forward together. In the end, that’s the kind of culture the SEC will need if it wants to remain not just the best conference in college football—but the best example of how the sport should be run in the modern era.