It’s funny, they used to have 14 teams, but lost 4 (A&M, Missouri, Colorado, and Nebraska) to other conferences once the realignment started in 2011-2012. I have no idea why they didn’t pull in two other teams at that point in the transition, other than stubbornness. Some say that it’s UT’s fault for not wanting to admit that they aren’t the powerhouse team they think they are.
I spent about two years of my life negotiating licenses to use the logos of, as I recall, 98 different colleges.
Only two weren't satisfied by our standard contract and insisted on a.) a higher royalty rate and b.) greater control over usage. Their position was derived from a sense of inflated importance (i.e. arrogance).
Those two universities were Notre Dame and Texas.
They finally settled for our standard deal once I'd convinced them we'd just have to sell more Texas A&M mugs to make up the difference (or Indiana, Purdue, Michigan and Michigan State, etc.).
Real assholes to deal with...