The Cincinnati Enquirer's Jason Williams did some fine reporting over the weekend, pulling the hood off the University of Cincinnati's attempt to join the Big 12.

The university released emails, travel records and other documents to the Enquirer, providing insight into UC’s bid to become a member of the Big 12 in the event the conference expands.

What the Enquirer found:

1. Oklahoma President David Boren appears to be intrigued by Cincinnati.

"You are truly an outstanding leader and knowing that you are at the helm in Cincinnati makes me even more inclined to support your cause," Boren wrote in an email to UC president Santa Ono.

This should come as little surprise. Boren is the Big 12's champion for expansion, and of the available candidates out there, at least for the moment, Cincinnati produces one of the more compelling cases. Cincinnati is close to West Virginia, just built a new stadium and would theoretically expand the Big 12 footprint into another state, Ohio, which brings interesting TV and recruiting possibilities.

2. Local CEOs have pushed Cincinnati to the Big 12 brass.

Kroger and Macy’s executives have been in contact with Big 12 officials to promote Cincinnati.

Former Kroger CEO David Dillon reached out to Kansas State president Kirk Schulz, who is also the Big 12 board chairman, as well as Kansas chancellor Bernadette Gray-Little.

Macy’s Senior Vice President Carl Goertemoeller, meanwhile, reached out to TCU through an intermediary. Both Kroger (grocery chain) and Macy's (department store) are headquartered in Cincinnati.

Big business proactively backing Cincinnati would seem to be a huge positive for the Bearcats in their aim to join the Big 12.

3. Cincinnati might be willing to take a financial hit.

Former Kansas State president Jon Wefald advised Ono to be open to taking a financial haircut in order to gain entrance into the Big 12. Wefald suggested Cincinnati do whatever possible to get into the Big 12, then worry about getting equal TV revenue down the road.

That probably is sage advice. One of the reasons most Big 12 leaders have been reluctant to consider expansion is they are not willing to concede a revenue drop.

If Cincinnati would be willing to take less TV money so that the other Big 12 members would not lose any TV revenue, that would seemingly give Boren some more ammo for his expansion pitch.

The Enquirer has several more juicy expansion tidbits in the story, which I recommend you check out.