With the start of Conference play in January, the Big 12 has debuted its annual public service announcement. The commercial will run through the remainder of the women's basketball regular-season and into March.

The spot features music by pop-star Demi Lovato, a Dallas, Texas native who first gained fame as a Disney star. She has released three albums, which have all spent time on the Billboard 200 top-five.

Lovato told FoxSportsSouthwest.com, "I am honored and very proud to be a voice for the Big 12 this season. I'm very thankful and blessed to be a part of a history-making season this year. I love the PSA myself, and I know others will love it too."

Conferences are permitted one 30-second spot to promote the league in every home women's basketball game televised by the networks. The Big 12 has produced a conference-specific commercial each year since the first season of league play in 1996-97.