Brett Yormark Secures Extension as Big 12 Commissioner Through 2030
A Leader at the Forefront of College Sports Transformation
The Big 12 Conference has announced a three-year contract extension for commissioner Brett Yormark, extending his leadership through 2030. The decision by the Big 12’s board of directors underscores the confidence member schools have in Yormark’s ability to steer the league into a new era marked by expansion, innovation, and stability.
Yormark, who took over in 2022 following Bob Bowlsby’s departure, originally signed a five-year contract set to run through 2027. The extension adds three more years to his tenure, rewarding his role in reshaping the conference amid one of the most turbulent periods in college sports history.
Major Moves Under Yormark’s Leadership
Since his appointment, Yormark has guided the Big 12 through seismic changes. Most notably, he brokered a six-year, $2.28 billion media rights deal with ESPN and Fox, securing the conference’s television future well into the next decade. By negotiating early, the Big 12 positioned itself ahead of competitors like the Pac-12, whose inability to land a comparable deal contributed to its eventual dissolution.
Under Yormark’s watch, the Big 12 expanded aggressively. The additions of Colorado, Arizona, Arizona State, and Utah came on the heels of the earlier integration of BYU, Cincinnati, Houston, and UCF. Together, these moves have transformed the Big 12 into one of the most geographically diverse and competitively balanced leagues in college sports.
Background and Business Savvy
Yormark arrived in the Big 12 with a nontraditional résumé for a college sports executive. Before his hire, he served as CEO of Roc Nation, the entertainment company founded by Jay-Z, and previously led Brooklyn Sports & Entertainment, overseeing the Barclays Center and the Brooklyn Nets. He also held a leadership role in NASCAR.
His corporate background has proven an asset, bringing a fresh perspective to an industry long dominated by insiders. Yormark’s approach has blended traditional sports management with a focus on branding, media rights, and fan engagement, helping the Big 12 remain competitive in a rapidly evolving landscape.
Challenges and Expansion Strategy
While Yormark has been widely credited for stabilizing the Big 12, his tenure has not been without challenges. The conference’s exploration of further expansion — including reported talks with Connecticut for all sports and Gonzaga for basketball — has sparked debate among stakeholders. Although negotiations with UConn paused in September and Gonzaga ultimately joined the Pac-12, Yormark’s aggressive approach signals that the Big 12 remains open to future growth.
Importantly, Yormark has also been instrumental in unifying the league’s existing membership. After the announced departures of Texas and Oklahoma to the SEC, Yormark helped calm tensions and build cohesion among the remaining schools, ensuring the conference’s survival and setting the stage for its expansion.
Media Impact and National Relevance
The Big 12’s media deal has been a game-changer, giving Fox and ESPN exclusive rights to premier football and basketball content. Additionally, CBS Sports and Turner Sports are now part of the conference’s media ecosystem through sublicensing agreements, ensuring broad exposure across multiple platforms.
These deals have preserved the Big 12’s national profile, even as the college sports landscape has fractured and reassembled around media priorities. As other leagues face questions about stability and revenue, the Big 12 under Yormark appears well-positioned to thrive.
Strengthening Women’s Sports and Olympic Programs
One of Yormark’s most notable priorities has been the elevation of women’s sports across the conference. Under his leadership, the Big 12 has invested in enhancing media coverage, marketing campaigns, and championship events for women’s basketball, volleyball, soccer, and softball. These efforts aim to raise the profile of female athletes and attract larger audiences and sponsorships.
Additionally, Yormark has pushed for greater visibility and support of Olympic sports, including track and field, swimming, and tennis. By strengthening these programs, the Big 12 hopes to establish itself as a leader not only in revenue sports but also in comprehensive athletic excellence.
Fan Engagement and Digital Innovation
Yormark’s background in entertainment has influenced the Big 12’s focus on fan engagement and digital growth. He has championed the use of social media, streaming platforms, and interactive technologies to connect with younger audiences and broaden the conference’s reach. Plans for conference-specific digital content, behind-the-scenes programming, and enhanced game-day experiences are already in motion.
These innovations are designed to ensure the Big 12 remains at the forefront of the fan experience, offering value to both longtime supporters and the next generation of college sports enthusiasts.
Looking Ahead
With his extension secured, Yormark is poised to continue shaping the Big 12’s future. His goals include enhancing the conference’s digital footprint, exploring new revenue streams, and further elevating the profile of women’s sports across the league. As the college athletics landscape continues to evolve, the Big 12 under Yormark’s guidance is positioned to be one of the most innovative and resilient conferences in the country.







