• Loading stock data...
Tuesday, May 6, 2025

Brett Yormark’s Plan to Keep the Big 12 Alive

  • Brett Yormark developed a long list of goals to ensure the conference’s long-term success.
  • He wants to secure its financial future, improve its brand, and explore solutions like sports betting and data.
Jerome Miron-USA TODAY Sports

Just one year before Brett Yormark became Big 12 commissioner, the conference’s very existence was threatened by Texas and Oklahoma’s plan to move to the SEC.

Now, Yormark has developed an extensive list of goals to ensure the long-term success of the conference — and he’s impatient to get things done.

“If I see a problem, I want to solve that problem,” he told Front Office Sports. “If I see opportunity, I want to seize that moment.” 

But while his goals to compete with other Power 5 leagues are ambitious, his approach has been relatively measured. Many concrete changes are still up in the air. 

His wish list to secure the Big 12’s financial future includes a lucrative new media package, a smooth integration of four new members, and expansion exploration. He also wants the Big 12 to have a more “national” brand, with better storytelling and increased appeal to younger audiences. He even mentioned taking the Big 12 “international” — though he didn’t elaborate on how.

The first step to reach these goals, he said, was reorganizing the conference office. The team built different business verticals, hired new staff, and enlisted new partners like Endeavor to assist with future strategy. 

He’s also engaged in a significant amount of travel. During the first month or so, he went on a listening tour to all Big 12 schools. This week, he came to New York City for a two-day media “blitz” including appearances on multiple ESPN shows, a photo op with mayor Eric Adams, and one-on-one interviews with New York-based reporters — including Front Office Sports. 

“I think there is more that we can be doing in New York to elevate and amplify our story,” Yormark said. He has a long history in the New York sports market as a former Brooklyn Nets CEO and Roc Nation COO. He added, “I think we can do something very similar in the L.A. marketplace.”

Yormark is in early conversations with current partners ESPN and FOX, though the conference’s official negotiating window doesn’t open until February 2024.

“Over the last 30 days, we’ve been meeting,” he said. “And we’ve been very engaged. … I’m optimistic that we can possibly do something.” As of now, he doesn’t seem concerned if a deal doesn’t get done.

Big 12 Presses Media Rights Negotiations, But Formal Status Unclear

The arms race for the most valuable college sports resource continues.
August 31, 2022

“What’s been comforting is both [media partners] realize that we’ve got a bright future,” Yormark said. “They like the direction of the conference, the makeup of the conference. They like the four new schools … So we’ll see where it goes.”

Yormark noted that “expansion is top of mind,” but didn’t offer specifics about what schools he may be eying — though he previously said he was interested in looking West. His considerations, though, include brand value, cultural fit, location, and strategy partners. 

But current media negotiations are related to “the makeup of the conference today.” 

“When I said in July that we’re open for business, it didn’t mean expansion,” he said. “It was more holistic — that everything was a blank canvas.”

As for additional initiatives, from sports betting and data and NIL to increased athlete benefits, Yormark is still in the brainstorming phase. “When I look at my whiteboard in my office, NIL is on there,” he said. “But we’re being very thoughtful about it.”

“At the end of the day, I’m looking at this from a long-game perspective,” he said. But he did admit, “Everything keeps me up at night.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

How DJ Adam Amin Mixes Baseball With Bangers

Amin is one of Fox’s top NFL and MLB voices.

Fox Sports Fires FS1 Exec Charlie Dixon

Dixon was named in two separate lawsuits in January.

The Former NBA Agent Who Became a Pickleball Deputy Commissioner

Chris Patrick went from representing Jimmy Butler to pickleball deputy commissioner.
exclusive

Fox, Shannon Sharpe Settled Physical Incident With Female PA

Sharpe’s reps confirm a past “physical” incident was settled by Fox.

Featured Today

Mar 22, 2025; Miami, FL, USA; Joao Fonseca (BRZ) reacts after winning a point against Ugo Humbert (FRA)(not pictured) on day five of the Miami Open at Hard Rock Stadium.

João Fonseca Is a Teen Tennis Phenom. His Parents Are Overseeing His..

The Brazilian is forgoing a management team in favor of his parents.
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
Mint juelps
May 3, 2025

Inside the 120,000-Cup Mint Julep Frenzy of Kentucky Derby Weekend

The official cocktail at Churchill Downs costs $22—or $5,000.
April 28, 2025

Quinn Ewers Bet on NFL Over NIL—and Left Millions on the Table

The Dolphins picked Ewers in the seventh round of the NFL Draft.
Shaquille O'Neal
April 28, 2025

Shaq Taking GM Role at Sacramento State

The news comes amid the school’s push for FBS status.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Portfolio Players is our bi-weekly spotlight on the athletes and investors reshaping the business of sports. This week, venture capitalist Kai Cunningham unpacks why athletes land top deals and how the usual investing rules don’t always apply.
Mar 28, 2025; Indianapolis, IN, USA; Kentucky Wildcats guard Lamont Butler (1) dribbles the ball against the Tennessee Volunteers in the first half during a Midwest Regional semifinal of the 2025 NCAA tournament at Lucas Oil Stadium.
April 25, 2025

College Sports Has Become a Billion-Dollar Business. Kentucky Is Embracing It

Kentucky said its LLC would operate similarly to two hospitals run by the university.
Ole Miss
April 24, 2025

Coach Yo: Women’s College Hoops Are ‘Pay for Play’

Ole Miss coach Yolett McPhee-McCuin built a top transfer class this offseason.
Jan 21, 2025; Atlanta, GA, USA; College Football Playoff executive director Rich Clark speaks during the CFP National Championship Host Committee handoff press conference at The Westin Peachtree Plaza, Savannah Ballroom.
April 24, 2025

CFP Meetings End With No Major Changes to 12-Team Playoff—for Now

For now, the complicated seeding process will remain in place.
April 24, 2025

The House Settlement Is in Jeopardy. Here’s What It Will Take to..

The parties will try to salvage the settlement over the next two weeks.