STILLWATER — Mike Holder is chairman of the Big 12 athletic directors this year. Which means Holder has to talk more than he prefers.

But the Marlboro Man says his message to colleagues last week was clear in the wake of Baylor and TCU being bypassed by the College Football Playoff committee. The Big 12 has to schedule better.

“It’s important for us to schedule competitive games nonconference,” Holder said. “That’s all of us. Really the best way to build our brand is step outside our conference and beat some good opponents.”

The Oklahoma State athletic director was talking to Baylor, which this season played a nonconference slate of SMU, Northwestern State of Louisiana and Buffalo.