Big 12 Commissioner Optimistic About Conference Growth And Future

Big 12 Commissioner Brett Yormark speaks during Big 12 NCAA college football media days in Las Vegas Tuesday, July 9, 2024. (AP Photo/Lucas Peltier)

Brett Yormark, the Big 12 commissioner, expressed his confidence in the conference's position as one of the top three in the nation amidst significant changes in college athletics. Yormark emphasized the league's increased relevance, citing its expansion to 10 states across four time zones, making it a national conference. Despite the departure of past national champions Oklahoma and Texas to the SEC, Yormark highlighted the addition of Four Corners schools from the Pac 12 - Arizona, Arizona State, Colorado, and Utah - as the Big 12 transitions to a 16-team league.

Yormark projected that the Big 12 would become the deepest football conference in the country, emphasizing the competitiveness and star power within the league. With the College Football Playoff expanding to 12 teams, Yormark noted the collaboration between the SEC and Big Ten in proposing multiple automatic bids for their conferences.

Under Yormark's leadership, the Big 12 extended its media rights deal with ESPN and Fox Sports through the 2030-31 school year, ensuring stability and clarity for the league. The commissioner prioritized growth and value creation for member schools, leading to record revenue distribution of $470 million among the 14 participating schools in the 2023-24 academic year.

Four Corners schools join Big 12, transitioning to a 16-team league.

Big 12 expands to 10 states, 4 time zones, becoming a national conference.

Yormark projects Big 12 as the deepest football conference in the country.

Collaboration with SEC and Big Ten for multiple automatic bids in College Football Playoff.

Yormark highlighted the league's focus on building its brand and business, with significant growth in sponsorship and ticket sales. As collegiate athletics undergo a transformative period following a $2.8 billion settlement between the NCAA and major conferences, Yormark viewed this as a necessary reset for the industry.

Looking ahead, Yormark described the Big 12 as a 'mature startup,' positioning it as a progressive and innovative brand in collegiate sports. The league is exploring various options for revenue generation, including naming rights and private equity, to further enhance its financial standing.

Yormark's background in sports and entertainment, including his tenure with the Brooklyn Nets and NASCAR, brings a wealth of experience to his role as Big 12 commissioner. He expressed openness to exploring naming rights opportunities for the league, emphasizing the importance of finding the right partners to maximize value.