Big 12 Commissioner Brett Yormark's recent address at the conference's Media Days in Frisco, Texas, underscored a transformative era for the Big 12, marked by strategic expansion, global outreach, and a commitment to competitive excellence.
Strategic Expansion and Conference Depth
Yormark emphasized the Big 12's evolution into a 16-team league, highlighting the addition of Arizona, Arizona State, Colorado, and Utah. He described this expansion as the "A-scenario," citing the inclusion of "big brands, great markets, engaged fanbases, both academic and athletic excellence." This strategic move aims to enhance the conference's depth and competitiveness across all sports. (pistolsfiringblog.com)
Global Initiatives and Market Expansion
In a bid to elevate the Big 12's international profile, Yormark announced plans to host events beyond U.S. borders. The upcoming football season will feature a game in Dublin, Ireland, between Iowa State and Kansas State, marking the league's first international football matchup. Additionally, discussions are underway to host baseball games in Mexico City and to have Baylor women's basketball open its season in Paris. Yormark articulated a vision for the conference to "be a global conference," aiming to "win globally" by tapping into new markets and expanding the Big 12 brand. (news9.com)
Media Partnerships and Digital Growth
The commissioner highlighted significant strides in media and digital engagement. New partnerships with TNT and Bleacher Report are set to expand broadcast opportunities for both football and basketball. Corporate sponsorships with PayPal and Microsoft have been secured, and the launch of Big 12 Studios and Big 12 Radio aims to provide year-round content across various platforms. These initiatives have contributed to the conference's social media following growing by over 200,000, positioning the Big 12 as the second most-followed Power Four league digitally. (news9.com)
Emphasis on Women's Sports and Athlete Branding
Yormark underscored a commitment to elevating women's sports within the conference. He noted attending more women's basketball games than men's last season and outlined plans for increased television exposure and brand enhancement for women's athletics. A notable initiative includes providing every Big 12 student-athlete with a personalized app to build and manage their personal brand, aligning with ongoing efforts in Name, Image, and Likeness (NIL) and athlete empowerment. (news9.com)
Playoff Philosophy and Competitive Integrity
Addressing the expanded College Football Playoff, Yormark reaffirmed support for a merit-based model, advocating for the "5+11" format, where the five highest-ranked conference champions and top at-large teams earn bids. He emphasized the importance of earning playoff spots through performance, stating, "We don’t need a professional model because we are not the NFL. We are college football—and we must act like it." This stance reflects a commitment to maintaining the unique aspects of college football and ensuring that success is determined on the field. (news9.com)
Future Outlook and Conference Ambitions
Yormark expressed a vision for the Big 12 to become the premier conference in the nation. He stated, "I will not stop until we’re the number one conference in America. That’s my ambition." This ambition is supported by strategic expansions, media partnerships, and a focus on both men's and women's sports, positioning the Big 12 for sustained growth and competitiveness. (kslsports.com)
In summary, Commissioner Brett Yormark's address at the Big 12 Media Days highlighted a period of dynamic growth and strategic initiatives aimed at enhancing the conference's competitiveness, global presence, and commitment to student-athlete development.
Source: WTRF https://www.wtrf.com/goldandbluenation/watch-big-12-commissioner-brett-yormark-opens-big-12-media-days/