Ready for a coach who doesn’t flinch? Steve Sarkisian just made it clear: he’s not here to play someone else’s game. After Ohio State reportedly requested a shift in their Week 1 showdown, Sarkisian drew a hard line and didn’t blink. “I’m not here to just do what others want me to do. I have my own approach, and I stand by it,” he said, delivering a sharp, confident message that reminded the college football world who’s calling the shots in Austin.

At the center of the scheduling squabble was FOX’s yet-to-be-finalized kickoff time for the Texas–Ohio State clash on August 30. While the game is widely assumed to land in the network’s “Big Noon Kickoff” window, the Buckeyes pushed back. According to 247Sports’ Patrick Murphy, Ohio State approached FOX about either sliding the game into a later slot or moving it altogether to Sunday, August 31, for a prime-time showdown. Sarkisian? He wasn’t having it.

From the Longhorns’ standpoint, there was no need to switch up what’s already working. Last year, Texas traveled to Ann Arbor and stomped a top-10 Michigan team 31-12—at noon. That early start brought rhythm, focus, and zero distractions. Why mess with that formula? For Sarkisian, this wasn’t just about resisting Ohio State’s request—it was about setting the tone. No delays, no theatrics. Just football, on his own terms.

On May 23rd, RJ Young broke it all down during The Number One College Football Show. His take? Sarkisian didn’t just say no—he played the media game to perfection. “How did we get to a place where Ohio State and Texas may or may not be played at noon?” Young asked. “We know that Big Noon Kickoff is the name of the television property that broadcasts the game… It’s probably going to be in Columbus, Ohio, August 30th. Because where else would it be?” That’s FOX’s territory, and they’ve built their college football empire on that noon window.

Young laid out the TV chessboard: with massive non-conference matchups dotting Labor Day weekend—including potential fireworks like Clemson vs. LSU, a marquee Miami game, and even Alabama vs. Florida State—the networks are scrambling to spread out the action. “Do you really want to broadcast Ohio State–Texas against Clemson–LSU on Saturday night?” Young asked. “No. Because we both want to be able to watch those games.” In his eyes, the early window avoids ratings cannibalism, letting each marquee matchup shine. With media giants like NBC, CBS, FOX, and ESPN all shelling out big bucks for broadcast rights, no one wants to go head-to-head in the same time slot.

And that’s exactly why Sarkisian’s choice holds weight. By sticking to noon, Texas ensures they’re not overshadowed by prime-time titans. They get the nation’s eyes without having to compete with nighttime showdowns. It’s a win-win—for Sark’s squad and for FOX.

Young went even deeper. He explained how, year after year, college football serves up surprise matchups that no one saw coming. “We always have a game that we don’t expect to be a big deal turn into a ranked matchup,” he said. As a case in point, he brought up Bedlam. “An unranked Oklahoma and an unranked Oklahoma State,” Young explained. “Now imagine that same weekend, Texas Tech and TCU are both ranked and going at it. One of those is probably going to rate better than the other.” The lesson? Week 1 is unpredictable. “You can do as much as you can now to take advantage of Week One—because nobody knows anything except what we know from last year.”

And that’s what makes Steve Sarkisian’s call all the more calculated. Instead of chasing primetime glitz, Sarkisian doubled down on what worked. He chose a noon kickoff—just like last year’s Michigan upset. It’s a chess match, not just between teams—but between networks.

However, Young also highlighted the downside for fans, noting that early kickoffs can ruin the full tailgate vibe. Diehard supporters face waking up before dawn just to grill for a few hours and rush to the stadium for a noon game, often leaving them drained rather than energized by the end. For Buckeye fans, Young articulated their collective sentiment: being the appetizer simply isn’t enough, especially as the nation’s top-ranked team. Yet, Sarkisian remains unyielding, refusing to let Texas play second fiddle and ensuring they command an equal share of the spotlight.

Why Steve Sarkisian’s call was the right move

Let’s be real—this wasn’t just about time slots. It was about leverage, rhythm, and pure competitive edge. Sarkisian had every reason to keep the game at noon, and here’s why that move deserves respect.

First off, there’s the competitive advantage. Noon kickoffs offer a controlled environment. Less crowd chaos. Fewer distractions. Sark saw what it did to Michigan last season—and used it to his favor. Texas walked into Ann Arbor and left with a 31-12 win. Why change what clearly works?

Second, the timing sidesteps a hostile environment. A night game at The Horseshoe? That’s a whole different animal. Crowd intensity peaks. Momentum swings get wilder. Sark wasn’t about to fuel that fire. Playing Ohio State in broad daylight evens the playing field—if not tilting it slightly Texas’ way.

Third, the media optics matter. By planting the flag early in the noon slot, Texas makes a statement: we’re not chasing lights, we’re chasing wins. This isn’t a PR stunt; it’s a power move. FOX wants the game there. The ratings are proven. And let’s not forget—Texas has San Jose State, UTEP, and Sam Houston lined up after OSU. Exposure isn’t an issue.

Lastly, it’s about leadership. Sarkisian sent a message to his locker room: We don’t need prime time to prove we’re elite. That’s not just a logistical decision—that’s cultural. It’s a tone-setter for the season.

Ryan Day, meanwhile, is facing pressure from all sides—media, fans, even lawmakers—over repeated noon kickoffs. But Sark? He’s just trying to win a football game. And win it on his own terms. Sometimes, smart football starts before the first snap.