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Big 12 Commissioner Delivers Message of Ambition, Longterm Health of Conference



Big 12 commissioner Brett Yormark

Tuesday officially marked the dawning of a new era in the Big 12. And as the Big 12 kicked off its annual Media Days event by welcoming new programs as part of a 16-team super conference, there’s reason to believe there’s even more on the horizon.

Commissioner Brett Yormark fired off some comments that could be taken as a message to the rest of the nation. In addition to saying he believes the Big 12 will be the deepest conference in the country, Yormark also made it clear he’s still “open for business” as far as expansion.

“We are exploring all options. Two years later, you could say we’re still open for business,” responded to Yormark when asked if the conference is still looking to add schools.

And despite the departures of Oklahoma and Texas, the two biggest brands from the past iteration of the conference, Yormark is still extremely confident in the longterm health of the Big 12.

“The Big 12 will always be ambitious because that’s who we are. I know there’s a lot of pressure on a lot of people right now, but I will leave you with this: pressure is a privilege,” Yormark explained.

“There’s never been a better time than right now to be in the Big 12. We are more relevant now than ever before,” he said with confidence.

And based on the data announced, that at least appears to be the case from a revenue perspective.

Yormark said the Big 12’s sponsorship revenue grew by 79% and ticket revenue grew by 23% during the 2023-24 season. He even proclaimed the Big 12 as among the country’s top conferences.

As far as his thoughts about how to provide Big 12 teams the best television exposure possible, Yorkmark reiterated being open to exploring all possible ideas.

“There’s a lot going on Saturdays. The questions are there new TV windows we can explore? To highlight our teams differently. We have to kick the tires and figure out other (TV) windows that make sense.”

The Big 12 also used the day to announce a partnership with Microsoft to provide Surface tablets for each program to use throughout the 2024 season.

From the press release: “The Big 12 Conference and Microsoft have announced a partnership that will see Microsoft Surface devices provided to each Big 12 football program for use throughout the 2024 season. This is Microsoft’s first partnership in college athletics and across A4 conferences. These tablets will be available for usage on the sideline and in the coaching booth, allowing players and coaches access to video review in-game. Microsoft has served as the Official Technology Partner for the National Football League since 2013, where all 32 NFL clubs utilize Microsoft Surface devices.”

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