Brett Yormark’s extension as Big 12 Commissioner is more than a reward—it’s an investment in a future shaped by innovation, adaptability, and bold leadership
Since taking office in 2022, Yormark has helped the Big 12 not only survive the tremors of realignment but thrive in its wake.
His unique blend of corporate savvy, entertainment experience, and forward-thinking strategy has redefined what a college commissioner can be.
With Yormark at the helm until 2030, the Big 12 is poised to remain one of the most dynamic, competitive, and future-ready conferences in college athletics.
His background in business, entertainment, and media has allowed him to see college athletics not just as a tradition to protect but as an industry to innovate.
From strategic expansion and record-breaking media deals to bold branding moves and financial ingenuity, Yormark has positioned the Big 12 as a forward-thinking conference that thrives on evolution.
If his words at Media Days are any indication — “I will not stop until we are the No. 1 conference in America” — the best may still be yet to come.
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Brett Yormark’s Contract Extension
A New Era of Stability for the Big 12
In a move that signals both trust and long-term vision, the Big 12 Conference has extended Commissioner Brett Yormark’s contract by three years.
Originally appointed in 2022, Yormark’s contract was initially set to expire in 2027. Now, with the recent extension approved by the conference’s board of directors, he is locked in through 2030.
This decision is more than a vote of confidence—it is a strategic commitment to continuity and growth amid a rapidly shifting college athletics landscape.
Modernizing the Media Strategy
- One of Yormark’s most notable achievements as commissioner has been his negotiation of a new media rights deal.
- In October 2022, he struck a six-year agreement with ESPN and Fox worth $2.28 billion, a deal that runs through the 2030-31 academic year.
- This contract gave the Big 12 a financial lifeline and elevated its profile in a competitive media market.
- Yormark’s ability to finalize the deal well ahead of schedule gave the conference a sense of stability, while also sending a message to the rest of college sports: the Big 12 is here to stay.
- It was a bold move that solidified relationships with two major sports broadcasting giants and showed his deep understanding of media dynamics.
- Moreover, Yormark has indicated interest in exploring alternative platforms, including digital streaming partnerships.
- These forward-thinking strategies align with changing viewer habits and aim to attract a younger, more tech-savvy audience—ensuring the Big 12 doesn’t fall behind in an increasingly digital world.
Brett Yormark’s Unconventional Path
Before taking the helm of the Big 12, Brett Yormark made his name in the business and entertainment world.
As CEO and President of Business Operations and Strategy at Roc Nation, the entertainment company founded by Jay-Z, Yormark gained significant experience in building brands, negotiating deals, and navigating the intersection of sports and media.
His transition from a global entertainment agency to a college sports conference raised eyebrows initially, but it has since proven to be a masterstroke.
His business-first mindset, coupled with a knack for innovation, allowed Yormark to bring fresh energy and ideas into the Big 12.
Unlike traditional athletic administrators, his outsider perspective helped break the mold, encouraging bold decisions that redefined the conference’s trajectory.
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
Steering Through the Storm of Realignment
When Yormark took over in 2022, college athletics was in the midst of unprecedented change. The departure of Texas and Oklahoma to the SEC had threatened to destabilize the Big 12.
Questions loomed over the conference’s long-term viability and national relevance.
But Yormark responded with vision and urgency. He aggressively pursued expansion, successfully adding BYU, UCF, Cincinnati, and Houston. Later, in a strategic counter-move, he secured Colorado, Arizona, Arizona State, and Utah from the dissolving Pac-12.
These moves not only salvaged the Big 12’s competitive profile but also positioned it as a major national conference with coast-to-coast appeal.
This aggressive expansion helped fill the vacuum left by departing blue bloods and ensured the conference’s survival—and relevance—at the top level of college sports.
Brett Yormark: Strengthening Competitive Balance
While realignment and expansion bring media attention, Yormark has not lost sight of maintaining competitive balance within the conference.
By bringing in a diverse group of schools from different regions and athletic backgrounds, he has created a league that’s arguably more balanced and unpredictable than ever.
This diversity has enriched the Big 12’s overall product—making it must-watch television. The football and basketball seasons in particular have benefited from this parity, attracting fans and increasing ratings.
The conference is no longer dependent on one or two powerhouses. Instead, it’s a collective of highly capable programs that challenge each other weekly.
Embracing Innovation Across All Fronts
Yormark’s leadership style is marked by boldness and innovation. He has hinted at potentially rethinking the structure of conference championships, scheduling formats, and even partnerships with international entities.
He has also shown interest in expanding the Big 12’s global footprint, including potential overseas games and collaborations.
This visionary mindset may lead the Big 12 into territories that no other Power Five conference has explored—a move that would only elevate its brand and market value further.
Moreover, Yormark’s willingness to listen, adapt, and execute quickly makes him a rare figure in a traditionally slow-moving college sports bureaucracy.
A Strategic Extension for Long-Term Growth
The decision to extend Brett Yormark’s contract through 2030 reflects the Big 12’s commitment to long-term planning. In a time when many conferences face uncertainty, the Big 12 is choosing stability.
Keeping Yormark ensures that ongoing initiatives in media, expansion, branding, and student-athlete welfare will not be disrupted.
His leadership style resonates with university presidents and athletic directors across the conference. He is seen not just as a dealmaker, but as a visionary leader capable of anticipating future trends.
As a result, this extension brings assurance to member schools and a clear roadmap for the conference’s next decade. It also makes the Big 12 an attractive landing spot for potential future members or strategic partners.
What the Future Holds
With his contract extended, Yormark’s next challenges include integrating the new schools fully into the Big 12 ecosystem, continuing to grow revenue, and enhancing the conference’s national competitiveness—particularly in football, where national championships remain elusive.
There’s also the matter of playoff positioning. As the College Football Playoff expands to 12 teams, Yormark will be instrumental in ensuring the Big 12 is well represented and respected by selection committees.
On the basketball side, the Big 12 is already considered one of the premier conferences in the country. Yormark will look to leverage that dominance into further marketing and recruiting advantages.
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Brett Yormark Has Revolutionized the Big 12 Conference
Brett Yormark’s arrival at the helm of the Big 12 Conference came at a crucial moment in its history.
In the wake of seismic shifts in college athletics — particularly the departure of two powerhouse programs, Oklahoma and Texas — Yormark stepped into the commissioner role in 2022 with a vision to not just steady the league, but to elevate it into a new era.
Since then, he has implemented bold strategies that have reshaped the identity, business model, and national standing of the Big 12.
The Man Behind the Mission
Before taking over the Big 12, Brett Yormark built an impressive career in the business and sports worlds.
He served as CEO of Brooklyn Sports & Entertainment (BSE) Global, where he oversaw operations at the Barclays Center and was instrumental in the branding and success of the Brooklyn Nets. His next stop was Roc Nation, where he was poached by Jay-Z to lead business operations.
There, Yormark helped broker a groundbreaking partnership with the NFL, positioning Roc Nation as the league’s exclusive live music entertainment partner — a bold, cultural crossover that revealed his eye for innovation.
These experiences prepared Yormark to think outside the box, a crucial trait for navigating the turbulent waters of college athletics realignment and media rights negotiations.
Crisis and Opportunity: The Departure of Texas and Oklahoma
Yormark’s tenure began under the shadow of crisis. The University of Texas and the University of Oklahoma, two of the Big 12’s crown jewels, had announced their departure for the Southeastern Conference (SEC), casting doubt on the future relevance and competitiveness of the Big 12.
Losing these marquee programs could have sent the league into a slow decline. Instead, it became the catalyst for transformation.
Rather than attempt to replicate the past, Yormark embraced the opportunity to chart a new course. He understood that to remain viable, the Big 12 needed to evolve its brand, extend its reach, and prove its value to media partners, fans, and recruits alike.
Expansion with Vision: Adding New Members
One of Yormark’s most impactful moves was expanding the Big 12’s footprint by adding four new universities: BYU, UCF, Cincinnati, and Houston.
Each of these programs brought unique strengths, fan bases, and media markets to the conference. BYU added national appeal and a loyal following, UCF brought access to the Florida market, Houston deepened the league’s presence in Texas, and Cincinnati delivered a strong football program and the Cincinnati media market.
Unlike past expansion efforts in other conferences, Yormark’s additions were strategic, blending athletic success with marketability and brand potential. He emphasized that the Big 12 was no longer just a regional player but a rising national force.
Brett Yormark’s Aggressive Branding Approach
At the 2023 Big 12 Media Days, Yormark made headlines with a bold declaration: “We are open for business.”
It wasn’t just a soundbite — it became a mantra. Under Yormark’s leadership, the Big 12 adopted a more aggressive posture in negotiations, partnerships, and branding.
Rather than react defensively to the changing college landscape, the Big 12 has pursued proactive deals and innovations.
Yormark emphasized the need to be present in four time zones, to appeal to fans coast-to-coast, and to position the Big 12 not just as a football conference, but a multi-sport entertainment platform.
He also underscored the importance of basketball, a sport in which the Big 12 has traditionally excelled. By prioritizing both football and basketball, the conference has retained its appeal across multiple fan demographics.
The Game-Changer: A New $2.28 Billion Media Rights Deal
One of the biggest feathers in Yormark’s cap is the Big 12’s six-year, $2.28 billion media rights agreement with FOX and ESPN.
Finalized ahead of schedule, this deal provides financial security, media visibility, and validation of the Big 12’s relevance in a competitive sports media landscape.
While other conferences such as the Pac-12 struggled to find favorable media partners, Yormark’s forward-thinking approach secured long-term stability.
The agreement ensures Big 12 games remain highly visible on major networks and streaming platforms, which in turn boosts recruiting, fan engagement, and revenue.
Thinking Outside the Lines: Innovative Sponsorship and Revenue Streams
Yormark hasn’t just focused on TV deals — he’s also explored creative ways to boost the Big 12’s financial footprint.
One idea currently under consideration is adding corporate sponsorship patches to referees’ uniforms. While unconventional, such a move reflects Yormark’s willingness to break tradition in pursuit of revenue growth.
He has also explored the use of private equity to secure capital for conference-wide initiatives. These strategies represent a new era of financial flexibility and competitive balance — one where the Big 12 can fund facilities, NIL collectives, and marketing at a scale previously reserved for richer conferences.
A National Conference with Cultural Relevance
Unlike some traditional-minded commissioners, Yormark understands that college sports are also about culture, content, and entertainment.
His experience at Roc Nation and in professional sports has influenced his approach to storytelling, branding, and audience engagement.
Whether it’s rebranding media day events, experimenting with new broadcast formats, or partnering with musical artists, Yormark is attempting to make the Big 12 a more vibrant, fan-centric product.
His background uniquely qualifies him to blur the line between sports and entertainment — a crucial distinction in an age where younger viewers consume content differently.
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