The Big 12–PayPal partnership is more than a financial agreement—it’s a philosophical statement. It asserts that college sports are ready to embrace modern business practices, elevate athlete welfare, and forge meaningful corporate partnerships
Brett Yormark’s leadership has put the Big 12 in a pioneering role, one that may ultimately influence how all college sports programs interact with money, technology, and the student-athletes at the heart of it all.
In an era defined by rapid change, one thing is clear: the Big 12 isn’t just reacting to the future—it’s helping to shape it.
The Big 12’s $100 million partnership with PayPal is a win across the board. For athletes, it offers a secure, modern, and accessible method to receive their earnings.
For schools, it streamlines compliance and enhances their appeal to recruits. For fans, it represents progress in how college athletes are valued and compensated. And for PayPal, it opens the door to a lucrative, long-term user base.
As the college sports landscape continues to evolve, partnerships like this one will define the future—where athletes are no longer just students or players, but full-fledged professionals in every sense of the word.
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Brett Yormark: PayPal and the Big 12 Partner Up
College athletics is undergoing a seismic transformation, and one of the latest—and most applauded—developments is the Big 12 Conference’s groundbreaking deal with PayPal.1
Announced in early June 2025, the Big 12 and Big Ten conferences partnered with PayPal to streamline and modernize the payment process for athletes involved in revenue-sharing programs.
College football fans and stakeholders alike are praising the move, viewing it as a smart, forward-thinking solution to the increasingly complex financial landscape of college sports.
The Big 12’s portion of the deal is reportedly worth $100 million over five years, with each school receiving approximately $1 million annually. But beyond the money, the partnership is emblematic of a larger shift in how student-athletes are valued and compensated.
RT & Follow me and @NYCBLIVE, home of the Nassau Veterans Memorial Coliseum, to win my #CEOSeats to @WWE #MondayNightRAW on Long Island Monday, 7/15.
— Brett Yormark (@brettyormark) July 12, 2019
The Mechanics of the Deal: PayPal Becomes the Payment Engine
PayPal will now serve as the official platform through which college athletes in the Big 12 and Big Ten receive their revenue-sharing payments. This includes NIL (Name, Image, Likeness) payouts, conference-generated revenue, and other bonuses.
According to the terms of the agreement, each conference will centralize its athlete payments through PayPal’s infrastructure.
That means athletes will receive money directly to their PayPal-linked accounts or debit cards. The platform is also expected to offer tools for financial education, money management, and possibly even investment options.
For PayPal, the partnership is a massive win, locking in thousands of high-profile athletes as users. For the conferences, it’s a way to ensure secure, reliable, and trackable payments to athletes at a time when transparency and compliance are paramount.
Brett Yormark: Why College Football Fans Are Thrilled?
The reaction from fans has been overwhelmingly positive. On social media and message boards, many college football fans expressed support, highlighting both the financial and symbolic significance of the deal.2
“Smart business move!” one fan wrote.
“If I’m reading the press release correctly, PayPal have essentially secured all of the payment activity from schools to players + the associated funding within their platform,” said another. “Players will then use their platform to spend their money. I can see the extra value for PayPal!”
The deal signifies more than just a technological upgrade; it represents a commitment to treating student-athletes like professionals, with access to the same tools and payment systems that corporate employees and entrepreneurs use.
How the Revenue-Sharing Model Works
The PayPal partnership is part of a broader revenue-sharing model currently evolving within the NCAA structure.
The model allows athletes to receive a share of profits generated by media rights, merchandising, and ticket sales—income streams that once exclusively benefitted universities and conferences.
The NCAA’s pivot toward revenue sharing came in the wake of intense legal pressure, most notably the Supreme Court’s NCAA v. Alston decision in 2021 and the continued proliferation of NIL deals. Schools are now finding creative and efficient ways to distribute funds to players, and the PayPal agreement is a cornerstone of that innovation.
Each Big 12 school will receive $1 million annually from the conference under the PayPal deal. A portion of this money will be directly allocated to athletes, though individual distribution plans may vary by institution and sport.
The Path Not Taken: Naming Rights Deal Rejected
Interestingly, this partnership almost looked very different. Initial discussions between PayPal and the Big 12 were focused on naming rights, with PayPal reportedly interested in renaming the conference or securing branding for major events.
However, the Big 12 opted to retain its traditional identity, resisting the trend of over-commercialization. Instead, both parties pivoted to the payment platform deal, which fans viewed as a more authentic and beneficial partnership.
“Pretty good deal for the schools here,” a fan wrote.
“This is very interesting,” added another.
This choice may also prove more lucrative and sustainable long-term, allowing the Big 12 to capitalize on new digital infrastructure without compromising its branding or tradition.
Questions from the Fanbase: Transparency, Fees, and Functionality
While the majority of the feedback has been positive, some fans and analysts have raised questions about the logistics and cost structure of using PayPal.
For example, some have asked why schools don’t deposit money directly into athletes’ checking accounts, similar to stipends or financial aid.
“Why don’t schools transfer the $ directly into players’ checking account, just like their stipend?” one fan questioned.
“Do kids have to pay a fee to PayPal to transfer from the debit card to their checking account?” added another.
“Wonder what Cash App’s bid was?” someone mused.
These are valid concerns. While PayPal typically doesn’t charge for peer-to-peer transfers, certain transactions—including transferring funds from PayPal to a bank account instantly—can come with fees.
Schools and conferences will need to address these operational questions to ensure athletes aren’t saddled with unnecessary costs or delays in accessing their funds.
Brett Yormark’s Growing Reputation as a Visionary Commissioner
Since taking over as Big 12 Commissioner, Brett Yormark has earned a reputation for innovation and bold business moves.3
Under his leadership, the Big 12 has aggressively pursued expansion, strategic partnerships, and brand modernization.
This latest PayPal deal is another feather in his cap. Yormark has managed to secure significant funding for member schools while helping shape the broader trajectory of college athletics in the post-NIL era.
His decision to pass on naming rights in favor of a utility-based partnership demonstrates a nuanced understanding of value—not just financial, but cultural and practical.
Implications for the Future of College Athletics
The PayPal partnership may just be the beginning of a broader trend in college sports.
As more schools embrace revenue-sharing models and seek efficient, transparent ways to pay their athletes, other digital payment platforms like Venmo, Cash App, or even crypto wallets could enter the fray.
We may also see a rise in financial literacy programs tied to these partnerships, helping athletes better manage their money as their earnings increase. In this way, PayPal’s role might go beyond processing payments—it could be central to helping college athletes build lasting financial foundations.
The Business Side: What’s in It for PayPal?
From a corporate perspective, the deal is a masterstroke for PayPal. The company is tapping into a demographic that is young, tech-savvy, and increasingly financially empowered.
Student-athletes represent future influencers, brand ambassadors, and high-net-worth individuals. By embedding its platform into their daily lives, PayPal is betting that athletes will continue using its services long after their college careers end.
Moreover, the branding opportunities are immense. Expect to see PayPal’s presence at college football games, on athlete social media, and throughout digital campaigns tied to the Big 12 and Big Ten.
Brett Yormark: Redefining Relationships in College Athletics
When Brett Yormark stepped into the role of Big 12 Commissioner, he brought with him a professional sports mindset and a forward-thinking agenda.
This latest deal underscores his emphasis on innovation and partnerships. Rather than treating companies like PayPal as mere vendors, Yormark has pushed for deeper collaborations rooted in shared goals and mutual value.
“You’re no longer working with vendors, but you really want partners in this new age of collegiate athletics,” Yormark told CBS Sports.
This subtle but powerful distinction highlights how the Big 12 is reimagining its business model—one where corporate entities are woven into the operational and financial structure of the conference itself.
A New Era of Disbursement: Why Payment Platforms Matter
One of the major hurdles in implementing a fair and secure revenue-sharing model is disbursement logistics.
With hundreds of student-athletes across multiple schools, conferences require a robust system to handle payments securely, efficiently, and transparently.
Yormark noted that educating schools on what a true partnership with PayPal and Venmo would look like was necessary. He emphasized that security and reliability were paramount in selecting the right partner. “There’s no one better in the industry,” he said of PayPal.
By choosing a fintech giant, the Big 12 is signaling to players, coaches, and fans that it is serious about modernizing how money is managed in college sports.
Brett Yormark: From Vendors to Partners
The Strategic Importance of Corporate Collaboration
This partnership isn’t just about paying athletes—it’s about building a new commercial infrastructure around college sports.
Yormark’s choice to refer to PayPal as a “partner” reflects his understanding that future deals must go beyond transactional interactions.
PayPal will likely play a role in athlete education, brand development, and financial literacy initiatives. These partnerships will create a more holistic support system for athletes, many of whom are navigating six-figure opportunities at a young age.
The Big 12’s move hints at a broader industry trend where tech and finance companies will become embedded in the college sports ecosystem.
Alex Chriss Speaks: PayPal’s Perspective on the Partnership
PayPal CEO Alex Chriss also provided insight into the company’s motivations for entering the collegiate athletics arena. According to CBS Sports, Chriss revealed that PayPal is already in talks with other conferences about similar agreements.
Chriss’s involvement confirms that fintech companies see collegiate athletics as a significant and strategic market. With over 500,000 NCAA student-athletes and millions of fans, the intersection of sports, technology, and financial services is ripe for innovation.
The deal with the Big 12 could serve as a blueprint for broader adoption across the NCAA, making PayPal a pioneer in this emerging category.
What This Means for NIL and Athlete Empowerment
The rise of Name, Image, and Likeness (NIL) rights has already empowered athletes to monetize their brands.
However, NIL and revenue sharing are separate yet complementary forces. NIL is driven by third-party endorsements, while revenue sharing stems directly from institutional and conference earnings.
Together, they mark a broader shift toward athlete empowerment. The PayPal agreement could serve as an operational backbone for distributing NIL payments in the future as well, consolidating how athletes manage both sources of income.
With financial tools in place, athletes may gain more control over their earnings, which could lead to stronger personal brand development and long-term career planning.
What Comes Next for the Big 12?
The PayPal agreement could be the beginning of a series of strategic moves for the Big 12.
Future collaborations may include:
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Brand partnerships between athletes and financial companies
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Educational programs on money management and digital security
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Integration with fan engagement platforms via Venmo tipping or micro-payments
As collegiate athletics continues to evolve, expect the Big 12 to remain a central player in shaping its direction.
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