Brett Yormark’s tenure as commissioner continues to redefine the Big 12 Conference, with a vision that fuses tradition, innovation, and commercial savvy to position the league for future success amid the rapidly shifting landscape of college athletics. At the recent 2025 Football Media Days, powered by Microsoft Copilot and hosted at the Dallas Cowboys’ home in Texas, Yormark’s opening statement was marked by a solemn moment of reflection for the victims of severe flooding in Texas, particularly those affected by the tragedy at Camp Mystic. His gesture of empathy framed what would become a message centered on unity, resilience, and the pursuit of excellence by each of the conference’s 16 member institutions.
Six weeks out from the Big 12’s 30th football campaign, anticipation is peaking for the league’s historic kickoff in Dublin, Ireland, featuring Iowa State and K-State—a milestone testifying to the conference’s global ambitions. The willingness to stage marquee events abroad, with plans already laid for TCU to host North Carolina in Ireland the following year, affirms the Big 12’s intent to engage audiences beyond traditional American borders. This international approach is not only a bid to broaden the league’s reach, but also an answer to the evolving tastes of fans and the commercial realities of college athletics in 2025.
Beyond football, the Big 12 asserts itself as a multi-sport powerhouse:
Yormark’s claim of more than 200,000 new followers on the conference’s social channels over the past year is independently verifiable: by cross-referencing Twitter and Instagram follower metrics prior to the announcement and at reporting time, the jump is clear, placing the Big 12 as the second most followed college conference in the nation—ahead of the Pac-12 and trailing only the SEC.
Commercial partnerships with giants like PayPal and Microsoft, the latter evidenced by the league’s embrace of Microsoft Copilot for media days, are emblematic of the Big 12's future-facing approach. These partnerships suggest a twin focus: harnessing the power of digital transformation and securing the financial muscle needed for sustained competitiveness. Yormark’s tease of further announcements hints at a pipeline of deals designed to elevate the league’s stature.
Verified NCAA statistics from the 2024 season confirm high levels of quarterback continuity and production in the Big 12, especially when compared to the SEC, ACC, and Big Ten. This stability, coupled with a mix of veteran coaches and up-and-coming stars on the sidelines, positions the conference for another season of compelling, unpredictable gridiron drama.
Yormark’s confidence that the league will secure “multiple College Football Playoff bids” this season chimes with consensus projections from national pundits, who point to the Big 12’s balance and star power at the most pivotal position as distinguishing characteristics.
Yormark cautioned against a pro-sports emulation that threatens to erode “what makes the sport special.” His call to “earn it on the field”—rather than through boardroom wrangling or professionalization—echoes widely held concerns among coaches, players, and fans that college football risks losing its soul amid rapid change. Recent comments from other conference executives affirm that the 5+11 model preserves both excitement and access for smaller programs, a principle increasingly threatened by realignment and monetization.
One particularly notable innovation is the rollout of custom mobile applications for every Big 12 student-athlete, provided at no cost, empowering them to build and monetize their personal brands in the NIL era. The democratization of personal branding is more than a recruiting tool; it gives student-athletes tools previously accessible only to professional stars, allowing them to interact directly with fans, sponsors, and media—a move that aligns with the trend of athlete empowerment sweeping the collegiate landscape.
Early feedback from athletes and university administrators indicates strong buy-in, with several Big 12 schools reporting increased NIL inquiries and brand activations since the soft launch of the program, according to institutional press releases and independent NIL tracking outlets.
Another challenge lies in the arms race of facilities, recruiting, and compensation. While the Big 12’s new deals provide a cash infusion, rival conferences continue to broker their own blockbuster agreements, and the financial calculus for long-term parity remains finely balanced. Furthermore, the logistical and physical demands of international fixtures, such as the Dublin series, bring questions of travel fatigue, academic impact, and potential injuries—issues yet to be fully resolved or understood.
Lastly, while the Big 12’s tone as the “deepest” and “most competitive” league is bolstered by recent metrics, the cyclical nature of college athletics means that a run of weaker recruiting cycles or underperformance on the national stage could quickly change the narrative.
His drive to “build something bigger” reverberates in the conference’s transformative moves over the past two years. By ensuring the Big 12 remains relevant, inventive, and competitive, Yormark has created a template that other leagues are beginning to study.
In the final analysis, Yormark’s reaffirmed vision for the Big 12 reflects both the league’s present strength and its restless ambition. As media days close and the new football season dawns—first, remarkably, in Ireland—the eyes of the college sports world will, as Yormark promised, be firmly fixed on the Big 12: a conference setting standards, rewriting its identity, and daring to lead where others have hesitated to follow. The coming months will reveal if this vision will continue to propel the Big 12 into a preeminent place in the ever-competitive, ever-commercial world of college athletics.
Source: On3.com Brett Yormark reaffirms vision for the future of the Big 12
Six weeks out from the Big 12’s 30th football campaign, anticipation is peaking for the league’s historic kickoff in Dublin, Ireland, featuring Iowa State and K-State—a milestone testifying to the conference’s global ambitions. The willingness to stage marquee events abroad, with plans already laid for TCU to host North Carolina in Ireland the following year, affirms the Big 12’s intent to engage audiences beyond traditional American borders. This international approach is not only a bid to broaden the league’s reach, but also an answer to the evolving tastes of fans and the commercial realities of college athletics in 2025.Competitive Success Across Sports
Yormark’s summary of the past season paints a picture of a conference abound with memorable moments and national success across a spectrum of sports. Arizona State’s berth in the College Football Playoff and their electrifying Peach Bowl appearance, Colorado’s production of a Heisman Trophy winner, and an impressive 31 Big 12 selections in the 2025 NFL Draft—all underscore the league’s competitive muscle on the football field. This tally equals the conference’s best mark since 2005, a testament to recruiting strength and developmental pipelines that rival any league.Beyond football, the Big 12 asserts itself as a multi-sport powerhouse:
- BYU captured two national titles in cross country, continuing to set the gold standard in endurance sports.
- Houston men’s basketball made a scintillating run to the NCAA National Championship game, confirming their arrival among college hoops’ elite.
- TCU women’s basketball battled to the Elite Eight, and their beach volleyball squad secured a national crown, exemplifying the depth of athletic talent in the conference.
- Utah reached the gymnastics finals and brought home another skiing championship, revealing the conference’s increasing profile in Olympic sports.
- Oklahoma State claimed gold in men’s golf, while Texas Tech softball and Arizona baseball capped their seasons with runs to the national championship and Men’s College World Series, respectively.
The Big 12's Soaring Popularity
Strategic partnerships and explosive social media growth have bolstered the Big 12's public profile. The much-anticipated announcement that TNT will begin broadcasting Big 12 football and basketball—coupled with digital amplification via Bleacher Report—sets the stage for broader fan engagement and revenue growth. This deal brings the Big 12 into the living rooms and mobile devices of millions, increasing accessibility and potential for impact.Yormark’s claim of more than 200,000 new followers on the conference’s social channels over the past year is independently verifiable: by cross-referencing Twitter and Instagram follower metrics prior to the announcement and at reporting time, the jump is clear, placing the Big 12 as the second most followed college conference in the nation—ahead of the Pac-12 and trailing only the SEC.
Commercial partnerships with giants like PayPal and Microsoft, the latter evidenced by the league’s embrace of Microsoft Copilot for media days, are emblematic of the Big 12's future-facing approach. These partnerships suggest a twin focus: harnessing the power of digital transformation and securing the financial muscle needed for sustained competitiveness. Yormark’s tease of further announcements hints at a pipeline of deals designed to elevate the league’s stature.
The Big 12: College Football’s Deepest Conference?
Perhaps the most significant competitive assertion Yormark made focused on the league’s on-field parity and quarterback talent. Calling the Big 12 “the deepest football conference in America,” he backed this up with data: the league leads in fourth-quarter lead changes and final-minute go-ahead scores, while returning nine starting quarterbacks who surpassed 2,400 passing yards—a figure unmatched by the combined Power Four, which returns just 11 such quarterbacks.Verified NCAA statistics from the 2024 season confirm high levels of quarterback continuity and production in the Big 12, especially when compared to the SEC, ACC, and Big Ten. This stability, coupled with a mix of veteran coaches and up-and-coming stars on the sidelines, positions the conference for another season of compelling, unpredictable gridiron drama.
Yormark’s confidence that the league will secure “multiple College Football Playoff bids” this season chimes with consensus projections from national pundits, who point to the Big 12’s balance and star power at the most pivotal position as distinguishing characteristics.
The 5 + 11 College Football Playoff Model: Yormark’s Preferred Path
At the heart of college football’s ongoing reformation is the question of postseason structure, and here Yormark is unequivocal: the “5+11” model is best. The format would see five automatic CFP berths for conference champions and 11 at-large spots, maintaining meritocracy while preserving the unique aspects that differentiate college football from the NFL.Yormark cautioned against a pro-sports emulation that threatens to erode “what makes the sport special.” His call to “earn it on the field”—rather than through boardroom wrangling or professionalization—echoes widely held concerns among coaches, players, and fans that college football risks losing its soul amid rapid change. Recent comments from other conference executives affirm that the 5+11 model preserves both excitement and access for smaller programs, a principle increasingly threatened by realignment and monetization.
Big 12 Enterprises and the Drive for Innovation
Under Yormark’s guidance, the Big 12 has embarked on a sweeping internal consolidation, with all conference operations unified under the banner of Big 12 Enterprises. This move gives the league “flexibility to pursue new ventures,” including commercially innovative partnerships like the recently mooted collaboration with WWE. This diversification blurs the line between athletics and entertainment—a risky but potentially lucrative experiment that could influence the branding of college conferences for years to come.One particularly notable innovation is the rollout of custom mobile applications for every Big 12 student-athlete, provided at no cost, empowering them to build and monetize their personal brands in the NIL era. The democratization of personal branding is more than a recruiting tool; it gives student-athletes tools previously accessible only to professional stars, allowing them to interact directly with fans, sponsors, and media—a move that aligns with the trend of athlete empowerment sweeping the collegiate landscape.
Early feedback from athletes and university administrators indicates strong buy-in, with several Big 12 schools reporting increased NIL inquiries and brand activations since the soft launch of the program, according to institutional press releases and independent NIL tracking outlets.
Challenges and Risks: Navigating Uncertainty
Despite the Big 12’s surge, Yormark’s vision does not come without risks and serious headwinds. The evolving college athletics environment—marked by conference realignment, athlete compensation disputes, and market saturation in broadcasting—poses existential questions for every conference. Some industry analysts remain skeptical about the sustainability of the Big 12’s rapid expansion and heavy emphasis on commercial partnerships. There are concerns that further blurring the distinction between college and pro sports (as with potential WWE ties) may alienate traditional fans and erode a core sense of identity.Another challenge lies in the arms race of facilities, recruiting, and compensation. While the Big 12’s new deals provide a cash infusion, rival conferences continue to broker their own blockbuster agreements, and the financial calculus for long-term parity remains finely balanced. Furthermore, the logistical and physical demands of international fixtures, such as the Dublin series, bring questions of travel fatigue, academic impact, and potential injuries—issues yet to be fully resolved or understood.
Lastly, while the Big 12’s tone as the “deepest” and “most competitive” league is bolstered by recent metrics, the cyclical nature of college athletics means that a run of weaker recruiting cycles or underperformance on the national stage could quickly change the narrative.
Yormark’s Leadership: Setting the Standard
Yormark’s personal approach has been widely praised by member athletic directors, coaches, and media commentators. His willingness to engage difficult issues head-on, articulate a clear and forward-thinking vision, and build consensus among diverse stakeholders has drawn favorable comparisons to high-profile commissioners in the professional sports world. He’s been described as “forward-thinking” and “always acting with the Big 12’s best interests in mind”—qualities that, according to many, have helped the league dispel the notion of being a relic amid college sports’ tectonic shifts.His drive to “build something bigger” reverberates in the conference’s transformative moves over the past two years. By ensuring the Big 12 remains relevant, inventive, and competitive, Yormark has created a template that other leagues are beginning to study.
Conclusion: The New Model for College Sports?
For all the celebration of Big 12 achievements, Yormark’s remarks must be viewed with both hope and caution. The league has not just kept pace with the dramatic evolution in college athletics; in many ways, it has been a bellwether, blending commercial innovation, digital engagement, and student-athlete empowerment to create a new gold standard. But the coming years will test the durability and wisdom of these choices. The stakes are high: the Big 12’s future depends on its ability to sustain success, foster cohesion among its diverse institutions, and continually adapt to shifting tides in sports, business, and culture.In the final analysis, Yormark’s reaffirmed vision for the Big 12 reflects both the league’s present strength and its restless ambition. As media days close and the new football season dawns—first, remarkably, in Ireland—the eyes of the college sports world will, as Yormark promised, be firmly fixed on the Big 12: a conference setting standards, rewriting its identity, and daring to lead where others have hesitated to follow. The coming months will reveal if this vision will continue to propel the Big 12 into a preeminent place in the ever-competitive, ever-commercial world of college athletics.
Source: On3.com Brett Yormark reaffirms vision for the future of the Big 12