As the idea of direct compensation for NCAA athletes gains steam, those who run big-time college sports are looking for alternate revenue streams.

One possibility that could soon become a reality is conference selling naming rights to major corporations, something we’ve seen for many years when it comes to bowl games and postseason tournaments. According to reports Thursday by Brett McMurphy of Action Network and Ross Dellenger of Yahoo Sports, the Big 12 and Conference USA appear to be the first to seriously broach the subject.

McMurphy reported Thursday that the Big 12 has been in discussions with insurance giant Allstate, in a deal that could be worth $30-50 million annually. Should the two reach a naming rights agreement, the Big 12 might change its name to the Big Allstate Conference or the Allstate 12.

Dellenger reported Thursday that Conference USA has been in discussions with Globe Life, an insurance company based in the Dallas suburb of McKinney, Texas. Should the two reach a deal, CUSA might become Globe Life Conference USA or simply the Globe Life Conference (Globe Life already owns the naming rights to Globe Life Field, home of MLB’s Texas Rangers).

The Big 12 is also exploring the possibility of private equity companies infusing upfront cash into the league in exchange for a percentage of the revenue. No formal plan has been approved, though one is likely to be in place before schools can begin sharing revenue with athletes beginning in the fall of 2025.