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Big 12 Announces Additions to Conference Leadership Team to Strengthen Marketing of Brand

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Big 12 Commissioner Brett Yormark announced two new additions to the conference on Tuesday. Yorkmark has added Tyrel Kirkham as Chief Marketing Officer and Clark Williams as Associate Vice President – Brand Communications.

These moves were said to be in an effort to coordinate the Conference’s strategy on brand modernization, cultural marketing, student-athlete and organizational storytelling, as well as business ventures.

“I am very excited to have Tyrel and Clark become part of the Big 12 team,” said Yormark. “As we welcome four new member institutions and build the Big 12 brand, their knowledge provides a pathway for us to better connect with contemporary culture, non-traditional media outlets, engage in storytelling, and amplify our domestic and global plans.”

Both Kirkham and Williams each have over a decade of experience in high ranking positions in the sports industry. The conference’s press release indicates they will be tasked with overseeing plans for marketing, advertising and licensing of the Big 12 Conference. In keeping up with the current climate, storytelling, championship enhancements and social media growth will also be key areas of focus.

“After eighteen years in professional sports, I’m thrilled to enter the collegiate space at an incredibly exciting and dynamic time,” said Kirkham. “There are endless opportunities to reimagine the Big 12’s brand, and I’m thankful for Commissioner Yormark’s trust in me to lead the charge.”

Kirkham comes from an NBA background, having spent the last two seasons with the NBA’s Detroit Pistons as Vice President of Brand & Marketing Strategy. In Detroit, he oversaw influencer and cultural marketing, game presentation, events, social media and merchandising. Prior to his time with the Pistons, Kirkham spent two years with the Los Angeles Rams as Vice President & GM of Merchandising, six years with the Brooklyn Nets and Barclays Center as Vice President of Global Merchandising and also worked with the New York Mets for eight years as a member of their Venue Services department.

“I grew up on Big 12 athletics, right here in Texas – having the opportunity to work for the conference that sparked my love of sports is truly special,” said Williams. “I look forward to working with Commissioner Yormark, Tyrel, and the rest of my colleagues to modernize the Big 12 brand and enhance our conference’s storytelling engine.”

Williams also worked with the Detroit Pistons, leading the brand and strategic communications of the franchise. He held the title of the Director of Communications since 2020. In addition to his tenure in the NBA, Williams spent five years as the Director of Sports at Berk Communications to guide the public relations for Roc Nation Sports. Williams even provided communications strategy for the NFL, Atlanta Falcons, PUMA and more. Additional stops in his career include IMG, Oakland A’s, Major League Baseball, the New York Mets and the Kansas City Chiefs.

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Mike Asti is an experienced media personality and journalist with a vast résumé and skillset, most notably with TribLIVE Radio, WPXI and 93.7 The Fan. Asti now serves as the Managing Editor of WV Sports Now, manages and serves as the lead host for Pittsburgh Sports Live and contributes to Steelers Now, Pittsburgh Sports Now and Nittany Sports Now. He also contributes to West Virginia's Metro News among other outlets.

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