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Head coach Bill Self of the Kansas Jayhawks looks on during practice as we dive into the 2024 Big 12 conference odds.
Head coach Bill Self of the Kansas Jayhawks looks on during practice before the 2022 Men's Basketball Tournament Final Four at Caesars Superdome in New Orleans, Louisiana. Photo by Tom Pennington/Getty Images via AFP.

The 2023-24 college basketball season is just around the corner, and sportsbooks are starting to release more futures markets. Read on as we track the 2024 Big 12 regular-season championship market via the latest college basketball odds.

Despite four newcomers being added to the mix, the Big 12 continues to run through Lawrence, Kansas until further notice. Bill Self's Kansas Jayhawks have won at least a share of the regular-season conference title in 17 of his 20 seasons at the helm since he took over the program in 2003, which includes the last two league titles.

KU, which has a case to be the No. 1 team in the nation entering the season, opened as the clear betting favorite to win the Big 12 when our best sports betting apps released conference odds across college basketball.

But is there value further down the board, such as betting on the Houston Cougars in their first season in the league?

Here is a look at the 2024 March Madness market (odds via our best March Madness betting sites).

Big 12 basketball odds 2024

(odds accurate as of Sept. 1)

West Virginia+1500+1600
Kansas State+1500+1400
Iowa State+1800+1400
Texas Tech+2000+2000

Big 12 basketball betting analysis

We are still several weeks away from the start of the new college basketball season, and have an even longer wait before conference play begins. As such, it's no surprise that there aren't too many sportsbooks offering odds for conference regular-season races.

Caesars and bet365 deserve a ton of credit for being the first of our best sports betting sites to release conference odds. With only two sportsbooks have such prices, it makes it even easier for us to shop for the best number in this market.

Big 12 basketball odds movement

Big 12 odds have only been out since early August, but we have already seen some movement across the board. Kansas opened at +180 at Caesars, but has dipped to +175. Houston went from +450 to +400, while Kansas State went the other way by going from +1200 to +1500.

These prices will continue to fluctuate as more sportsbooks prepare for the upcoming college hoops season.

Big 12 basketball odds 2024: Favorite

Kansas (+180 via bet365)

The Jayhawks overcame a three-game lull in January to win the Big 12 regular-season title last year, but they could have even more margin for error this season. Behind a strong group of returners and arguably the best transfer addition ever, Kansas has one of the best rosters in the sport entering this season.

Center Hunter Dickinson transferred to KU from Michigan and figures to be one of the top Wooden Award odds contenders this year. He averaged 18.5 points and nine rebounds per game last season, but Self knows how to get production out of his big man.

Kevin McCullar Jr. and Dajuan Harris Jr. are also back, meaning Kansas will be one of the best defensive teams in the country. The one real concern is 3-point shooting, but that is unlikely to matter in the Big 12 race when the Jayhawks are clear favorites.

Big 12 basketball 2024: Contender

Houston (+400 via Caesars)

Houston is making the jump from the American Athletic Conference to the best league in basketball, but something tells me that the Cougars are going to be just fine. With Kelvin Sampson leading the way, Houston has won 28 or more games in four of its last five seasons.

The Cougars were a No. 1 seed last year before falling in the Sweet 16, but they have made it to the second weekend of the NCAA Tournament four times in the last five years. This includes a Final Four appearance in 2021 as a No. 2 seed.

This team is always elite on the defensive end, and we shouldn't expect a drop-off in a conference that is filled with potent defensive squads. The Cougars also landed LJ Cryer from Baylor to add some offensive punch in the backcourt.

Houston ranks No. 7 in the nation via Bart Torvik's preseason projections, which trails only Kansas (No. 2) among Big 12 programs. We don't expect the adjustment to be too difficult for the Cougars.

March Madness odds 2024: Long shot

Kansas State (+1500 via Caesars)

There must be something about the state of Kansas, because the Kansas State Wildcats have won at least a share of two different regular-season titles in the last 11 years. That matches the Baylor Bears for the second-most over that span.

After being picked to finish last in the Big 12 a season ago, Kansas State went 23-8 (11-7 Big 12) in the regular season and claimed a No. 3 seed. The Wildcats then reached the Elite Eight, falling to Florida Atlantic to finish 26-10 overall. Not bad for Jerome Tang's first year at the helm.

Tang had to replace his dynamic duo of Markquis Nowell and Keyontae Johnson, but did an admirable job this offseason. Tylor Perry, a talented guard from North Texas, Arthur Kaluma (Creighton transfer), and Nae'Qwan Tomlin make up a pretty impressive trio.

I'm certainly not lining up to fade the Cats.

March Madness odds 2024: Fade

TCU (+850 via bet365)

The Horned Frogs were a fade based on their market value all last season, largely due to their inability to shoot the 3-ball. TCU's team is still going to struggle from deep, and doesn't really have its overwhelming advantage in transition now that point guard Mike Miles Jr. is gone. TCU is ranked No. 19 in Torvik's preseason projections, but I question the upside of this team without Miles.

It also doesn't help that the Horned Frogs drew Baylor, Iowa State, Texas Tech, and West Virginia as four of the five teams they will face twice. TCU also has to travel to Kansas and Kansas State, while getting Houston and Texas at home. Because the Big 12 is no longer able to have every team play each other twice in the regular season, schedule analysis will be crucial to determining value in this race. 

Jamie Dixon's squad will play hard and be a strong defensive team once again. But I'd rather wait for a better number or just play the Horned Frogs on a game-by-game basis.

Recent Big 12 conference winners

2021-2022Kansas, Baylor
2018-2019Kansas State, Texas Tech
2012-2013Kansas, Kansas State

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College basketball betting odds pages

Big 12 basketball FAQs

Who is the Big 12 basketball favorite?

Kansas is the betting favorite to win the Big 12 regular-season title once again.

Who won Big 12 title last year?

The Jayhawks secured the conference crown by finishing 13-5 in league play.

When does Big 12 play start?

While we know the opponents on each team's schedule, the Big 12 has yet to release the full league slate. Typically, conference play begins in late December/early January.

Here are our best March Madness betting sites:

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* Bonuses not applicable in Ontario.

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