College football teams traditionally have used September nonconference games to establish their identities, work out kinks and set themselves up for the big games in October and November.
Mid-September conference matchups, such as Texas-Texas Tech and Kansas State-Iowa State this weekend, probably will be the norm once the Big 12 goes to a round-robin schedule next year. Each team will play nine conference games instead of eight after Nebraska leaves for the Big Ten and Colorado for the Pac-10.
In the Southeastern Conference, where the first league games were played last week, television partners for years have slotted appealing conference matchups early in the season.
Texas Tech coach Tommy Tuberville, who became accustomed to early conference games when he was in the SEC at Auburn, said he had to be mindful of the Texas game as far back as spring practice.
Decisions on personnel are accelerated because there is limited time to experiment, he said.
"We made a lot of movement early in two-a-days and even late two-a-days trying to get people in the right position," Tuberville said, "just trying to make sure we play the best game we can this week, knowing we're starting conference."
"When I was at Auburn, we most of the time played LSU around the third game, which was either a good start or a slow start depending on how you played the game," he said. "The first two games (this season) went fairly well for us, but we didn't play up to our potential. Hopefully, this week we find out more about our team."
"We've played two teams that we feel are good teams, but we have a real serious contender this weekend in Texas Tech out there," Brown said. "It means a lot to the conference."
The Longhorns' last trip to Lubbock was memorable. Michael Crabtree's touchdown catch to beat undefeated Texas with 1 second left was the signature play of 2008.
"I watched that game myself," Tuberville said. "It was one of the best college football games I've seen in a long time, just for the excitement. Hopefully we can have the same type of game with the excitement for TV and for our fans being here.
"For me, my first game in the Big 12, what a better way to start."
Kansas State (2-0) and Iowa State (1-1) are playing at Arrowhead Stadium, completing a deal to meet back-to-back years in Kansas City, Mo. The game originally was scheduled for Oct. 9 but was moved at Kansas State's request so the Wildcats could play Nebraska on ESPN on Oct. 7.
Cyclones coach Paul Rhoads said he would like to play a neutral-site game every year once the Big 12 goes to a round-robin schedule that would give a team four home games and five road games every other year.
"You would lose a home game, but you also would lose a road game, and that equals itself out," he said.
K-State and Iowa State each get $1.8 million from the Kansas City Chiefs for playing the two games at Arrowhead. The Wildcats won 24-23 last year, blocking an extra point after Iowa State scored with 32 seconds left.
Rhoads said it's exciting for his team to play in an NFL venue and that Cyclones fans enjoy the trip to Kansas City.
Snyder is lukewarm, if that, on playing at Arrowhead. Normally, this year's game would have been played in Manhattan, Kan.
Snyder lamented the lost economic benefits of a home game.
"Aside from that, I don't think there's any upside or downside in playing a game like this in Arrowhead Stadium," he said. "We certainly appreciate the Chiefs organization for promoting and trying to put that together. My preference would be to accommodate our local community the best we can."