Big ___ (college conference)

EAST

This conference’s name matches the direction where the sun rises.

This clue refers to the "Big East," a well-known NCAA Division I college athletic conference. The blank hints at the missing word in the conference's name, which is "East." It’s a straightforward fill-in-the-blank where the answer completes the familiar sports term. No wordplay—just a direct reference to a major college sports league.