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The University of Texas said it won’t join the Pacific-10 Conference, dealing a blow to efforts to grow conference influence and revenue.

Texas said Monday it will say in the Big 12 Conference, USA Today reported.

The news appears to dampen expectations of a seismic shift in the college sports landscape. After Nebraska officially left the Big 12 last week, the Texas Longhorns, Oklahoma, Oklahoma State, Texas Tech and Texas A&M were expected to finalize plans to join the Pac-10 and create a 16-team conference.

The University of Colorado last week said it will join the Pac-10, leaving the Big 12 Conference.

The Pacific-10 seeks to grow revenues in an increasingly cutthroat world of big-time college sports bad credit payday advance.

Although a winner with its teams on the field, the conference is a laggard in revenues. The Pac-10 reported $96 million in revenue last year. That trails all but one of the major collegiate conferences, despite having prominent schools like the University of California, Los Angeles; University of Southern California; Cal and Stanford, which have traditions of football and basketball success.

Recently the Pac-10 hired Creative Artists Agency to advise on expansion and on upcoming broadcast negotiations. The conference’s agreements with ESPN and Fox expire after the 2011-12 school year.

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