Brett Yormark believes the Big 12 has solidified itself as one of the nation’s top three conferences amidst significant changes in college athletics, stating that the expanding league is more relevant than ever in its nearly three-decade history.
“We are now a national conference spanning 10 states and four time zones, with all eyes on the Big 12 for the right reasons,” Yormark said during the league’s football media days in Las Vegas.
Despite Oklahoma and Texas, the league’s previous national champions, moving to the Southeastern Conference, Yormark highlighted the addition of Arizona, Arizona State, Colorado, and Utah from the Pac 12 as significant. These schools are participating in media days ahead of their Big 12 membership formally commencing in August, expanding the league to 16 teams for the first time.
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“We will be the deepest conference in America on the football front. Every week will be crucial,” Yormark emphasized. “We possess star power, parity, and some of the top players and coaches in the game. November will be an incredibly exciting month, branded as a race to the championship.”
The SEC and Big Ten, the wealthiest and most powerful conferences, have collaborated and at one point this year proposed multiple automatic bids for their conferences in the College Football Playoff, which is expanding from four to 12 teams this season.
Yormark, entering his third year as Big 12 commissioner, stated that his sole focus every day is to make the Big 12 the best version of itself. The Big 12 recently extended its media rights deal with ESPN and Fox Sports through the 2030-31 school year, creating stability and clarity for the league.
Yormark said, “Everything else doesn’t really matter. If we do our job, we’ll be fine. We’ve had a fantastic 24 months and continue to improve.”
Last month, the 14 schools that participated in the 2023-24 academic year within the Big 12 shared a record $470 million in revenue distribution, with Yormark mentioning significant growth in sponsorship business and ticket sales across the league.
Yormark emphasized the league’s top priority as a business is growth and creating value for its schools.
“As we strengthen our brand, we will also enhance our business,” he added. “We will not passively enter this new era after the settlement. Instead, we will be proactive and aggressive.”
Yormark referenced the recent NCAA settlement with the nation’s five biggest leagues, paving the way for a revenue-sharing model benefiting athletes. He sees this period as a necessary reset in collegiate athletics history.
“Our league is like a mature startup, allowing us to be younger, more progressive, and innovative compared to our counterparts,” Yormark explained.
Regarding naming rights and private equity, Yormark expressed the league’s exploration of all options but refrained from delving into specific details at the moment.
Arch Manning, the backup quarterback at Texas, announced his inclusion in the upcoming EA Sports College Football 25 video game after initially declining the offer. The game, set to be released on July 19, marks the return of EA Sports’ college football franchise for the first time since 2013.
FBS players were offered financial compensation and the opportunity to promote the game through an ambassador program, following the NCAA’s approval of players profiting from their brand.
