New Texas coach Charlie Strong says he's trying to change the culture of the program at Texas and is leaning on his team's seniors to help him do it.

Strong noted Texas' senior class has yet to have a 10-win season, which was the standard for a decade under Mack Brown until a four-year skid that began in 2010.

Texas hasn't won the Big 12 since 2009.

Strong said Friday the coaching staff is doing what it can, but has implored the seniors to step into leadership roles to raise expectations.

Senior linebacker Jordan Hicks said the seniors are motivated by having one last chance to win a Big 12 title before their careers are finished. Texas begins the season Aug. 30 against North Texas.