Big 12 Commissioner Brett Yormark stirred up a lot of chatter at the recent Big 12 Media Days. He covered everything from splashy new corporate deals and international plans to College Football Playoff expansion and the league’s future.
His comments offered a peek into the shifting world of college sports and what the Big 12 is plotting next. Let’s dig into the main points from Yormark’s talk and what could be coming down the road.
The Big 12’s New Partnership with Monster Energy
Maybe the biggest headline was the Big 12’s expanded partnership with Monster Energy. Last year, Monster became the official energy drink of the conference, but now they’re stepping up even more.
Monster is now the entitlement sponsor for both Big 12 football and basketball. This multi-year deal is a pretty bold move and puts the Big 12 front and center with one of the more eye-catching corporate partnerships in college sports.
What This Means for the Big 12
Expect to see “Monster Energy Big 12 Football” and “Monster Energy Big 12 Basketball” everywhere—fields, courts, jerseys, websites, you name it. The league should pull in about $20 million a year from this partnership.
But for Yormark, it’s not just about the cash. It’s about keeping the Big 12 competitive with the SEC and Big Ten, and trying some things that might make old-school folks raise an eyebrow.
Globalization: The Big 12’s International Ambitions
Yormark made it clear the Big 12 isn’t content to stay home. This year’s schedule features some big international games.
TCU is set to open the season in Dublin against North Carolina, and Arizona State will take on Kansas at Wembley Stadium—the first college football game ever played there. Even FOX’s Big Noon Kickoff is packing its bags for overseas coverage.
Global Strategy and Its Impact
The Big 12 wants to be the most globally relevant conference in college athletics. About 14 percent of its student-athletes are from outside the U.S.
Six schools in the conference now have campuses abroad. The idea is to boost recruiting and TV exposure while opening up new business opportunities. It’s an ambitious plan, and honestly, it might just work.
College Football Playoff Expansion
There’s still no final word on what the College Football Playoff will look like in the future. Yormark stressed that making the playoff more accessible is a top priority for the conference.
The Big 12 has spent a lot of time looking at both 16-team and 24-team playoff formats. The 24-team option, in particular, seems to be getting some real thought.
Challenges and Considerations
There are plenty of hurdles, though—television money, scheduling headaches, and what to do about conference championship games. Some say those games should go, but Yormark isn’t on board with that.
He sees the Big 12 championship as a key piece, both for the bottom line and for fans who actually care about it.
Shift in Expansion Philosophy
The Big 12 has added eight new schools in recent years, but Yormark says the focus is changing. Instead of looking to add more, the league wants to strengthen what it already has with its 16 members.
The goal now is to get the most value out of the current group—through smarter scheduling, better branding, and new revenue ideas. It’s a shift, but maybe a needed one.
Business Strategy and Partnerships
Yormark also touched on the league’s deal with RedBird Capital Partners. He was clear: this isn’t your typical private equity play.
The partnership is all about business development and long-term growth, not just quick cash or getting bigger for the sake of it. It’s a different approach, and maybe that’s what the Big 12 needs right now.
The Brendan Sorsby Situation
Things got a bit tense when the Brendan Sorsby sports gambling lawsuit at Texas Tech came up. Yormark didn’t want to get into the details and steered the conversation back to the upcoming football season and the 16 schools in the league.
Implications and Future Outlook
Yormark didn’t really want to get into the Sorsby situation, but it’s still a big storyline. This issue probably isn’t going away for the Big 12 anytime soon.
The commissioner mostly stuck to short answers, pointing to the ongoing legal process. There’s definitely a sense that everyone just wants to move on.
Brett Yormark’s appearance at Big 12 Media Days touched on a lot—corporate partnerships, international plans, and even talk of College Football Playoff expansion. The conference seems to be gearing up for some major changes, maybe even a whole new era.
If you’re curious about the details, check out the full article on 247Sports.
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