Brett Yormark's Bullishness Secures Bright Future for Big 12

In an era of great change and realignment among the collegiate athletic conferences, it is of utmost importance to be on top of your game and to keep up with the Joneses if you are a conference commissioner. If you are not the Southeastern Conference or the Big Ten Conference, your job and your conference could be at risk, as we saw with the now essentially dead Pac-12 Conference.

Let the Pac-12 be a lesson to all: If you don't make swift, strong changes in this era and aren't aggressive in your approach, you may be doomed to fail before you even begin. Enter Big 12 Conference Commissioner Brett Yormark, who has not only made proactive efforts to save his conference but could be setting it up to thrive.

'Open for Business'

It's Summer 2021. Rumors abound that the Texas Longhorns and Oklahoma Sooners plan to leave the Big 12. The departure of two cornerstone programs could doom the conference if something is not done soon. Inner turmoil grips the conference. Then, former commissioner Bob Bowlsby announces in April 2022 that he is stepping aside. The conference is in dire straits and it is not looking good.

In August 2022, however, came a new beginning. Yormark was put in charge and announced that the Big 12 was "open for business." He indicated he was receptive to expanding the conference, willing to embrace the commercialization of college athletics and content to adapt to changes across the industry.

Yormark invited the Cincinnati Bearcats, UCF Knights, Houston Cougars and BYU Cougars to join the Big 12. The four teams agreed, and the wheels were set in motion. With these new teams, Yormark knew this was only the beginning. More had to be done.

While expansion was underway, another conference to the west was also experiencing great turmoil. The Pac-12 had struggled for years to get lucrative media deals, frustrating many of the conference's athletic directors. Former commissioner Larry Scott said to the Associated Press that the Pac-12 would be able to “to adapt, react and take advantage of this new world media order that’s coming in a way others can’t.”

Larry Scott — © Kirby Lee/USA TODAY SPORTS

Yet, they did not adapt as Scott prophesized, and with the way the Big Ten and SEC were successfully adapting, many of the Pac-12 athletic directors saw the writing on the wall. Replacement conference commissioner George Kliavkoff failed to act and a domino effect ensued.

First, the USC Trojans and UCLA Bruins declared they were bolting to the Big Ten. Next, the Colorado Buffaloes announce their return to the Big 12. Then the Oregon Ducks and the Washington Huskies announced they were off to the Big Ten.

Finally, the straw that broke the Pac-12's back was the departure of the Arizona Wildcats, Arizona State Sun Devils and Utah Utes for the Big 12, followed by the departure of the Cal Golden Bears and Stanford Cardinal for the Atlantic Coast Conference.

All of this happened within a span of 14 months, much of it attributable to inaction and ineptitude on the part of Kliavkoff.

Back to Yormark: He saw what was happening to the Pac-12 and knew he needed to act quickly. Yormark not only invited four new schools to the Big 12 but also guaranteed media rights deals to those who chose to stay and those coming in. Right out of the gate, Yormark promised $32 million in media rights for each member program.

Additionally, Yormark was proactive on the NIL front, indicating a willingness to ensure lucrative deals for student-athletes.

In a similar vein, Yomark has been a proponent of expanding commercialization of college athletics at large, in the aftermath of the House v. NCAA case.

Now, two years after coming on board as commissioner, with Oklahoma and Texas having officially left for the SEC and the new schools officially a part of the conference, Yormark has stated that the conference is "still open for business", inviting expanded commercial sponsorship of the Big 12 and its products as well as encouraging private equity interests.

"We will be aggressive and proactive in our approach," Yormark told Big 12 Media Days. "Two years later, I guess you could say we are still open for business,"

Brett Yormark: Future Focused

The future of the conference is still not certain, but in the hands of Yormark, the Big 12 likely has its best chance at not only surviving but thriving in this new era of college athletics. "Pressure is a privilege," Yormark continued to explain to the media. "This is no time to press pause, we must continue to be bold and aggressive,"

Yormark is continuing his bullish approach to conference expansion and realignment, as well as his approach to the commercialization of college athletics, two key facets of contemporary college athletics administration. As to commercialization, Yormark favors enhanced student-athlete benefits, expanded sponsorship, exploring opportunities in other countries like Mexico and inclusion of alumni and boosters.

Yormark has launched the Big 12 Alumni Council, which will feature Big 12 athletics alumni guiding student-athletes and having a say in conference matters.

According to multiple sources, the Big 12 is as united as it has ever been and that "family" aspect of the conference shows. These 16 teams are air-tight and are out to prove they belong in the grand scheme of college athletics.

Another One Bites the Dust?

"I don't know if it's really about a number. I think it's about the right fit, it's about the value a potential school might or might not bring to the conference." Yormark said about potential further expansion. "Right now, we're focused on 16, we're focused on getting this right."

The current state of affairs of another conference may impact the Big 12: The ACC has had its fair share of problems with media rights, and member universities suing the conference, including Florida State, Clemson Tigers and North Carolina. With this turmoil, the outlook of the conference is bleak. The ACC may head headed the way of the Pac-12.

“You have to stay optimistic, and you work through these things,” Commissioner Jim Phillips said at the conclusion of the ACC’s annual spring meetings. “Again, I don’t know where it’s going to go, but I continue to remain optimistic. I continue to remain optimistic about our league.”

If a resolution is not reached soon, the ACC could be the next conference to fold, much like the Pac-12 did. If Clemson and Florida State succeed in their legal effort to break free of their ties to the ACC, that could result in a domino effect similar to that which occurred in the Pac-12.

Unlike the Pac-12's marquee institutions though, the Big 12 is seen as a top destination now with the potential acquisition of private equity and better media rights deals. Clemson and Florida State, both seen as marquee programs, have been widely rumored to be in early talks to join the Big 12. While these are just rumors as of now, credible sources confirm the possibility is under consideration.

With Clemson and Florida State, other ACC schools like the Miami Hurricanes and North Carolina State Wolfpack could come along. Whatever the case, there could be another massive shift in alignment very soon, one that Yormark has his conference ready for.

A Bright Future, A Secure Future

Yormark's bullishness and proactive decision-making has made the Big 12 into an up-and-coming brand in the world of realignment and college athletics commercialization. Seemingly at the forefront of any great change, Yormark has done what it takes to keep the Big 12 in the conversation and to keep its head above water.

The Big 12 has been compared to a start-up company, aggressive in its approach and doing what it takes to make a name for itself. Yormark may not be done yet and he may have his conference not just surviving but thriving well into the second half of the 2020s into the 2030s.

The future of college athletics is uncertain. More major changes may be on the horizon.

Money and branding are the name of the game now, and like it or not, it's likely here to stay in the world of college athletics.

Stay tuned to College Football Dawgs for further reporting on the Big 12 and other exciting college football news.