Full Breakdown
Brett Yormark Charts the Big 12’s Brand, Global Push, and Path Forward
7/10/2026, 2:38:15 PM
Core Event: Commissioner’s Media-Day Address Highlights Strategy
At the 2026 Big 12 Football Media Days in Frisco, Texas, Commissioner Brett Yormark delivered a 15-minute opening address and fielded questions from reporters. He used the forum to underscore West Virginia University’s (WVU) brand value, outline the conference’s international ambitions, announce a new Monster Energy partnership, and acknowledge that the league still trails the Power Four in several metrics.
Background & Context: Recent Expansion and Financial Landscape
The Big 12 expanded to 16 members with the 2023-2024 additions of Arizona, Arizona State, BYU, Cincinnati, Colorado, Houston, UCF, and Utah after Oklahoma and Texas departed for the SEC. The conference posted $610.9 million in revenue for the 2025 fiscal year, ranking last among the Power Four, which posted $1.47 billion (Big Ten) and $1.11 billion (SEC). Despite the revenue gap, the league celebrated a record 38 NFL Draft selections in 2025, including 11 in the first two rounds.
Data & Statistics: International Footprint and Draft Success
- 14 % of Big 12 student-athletes are from outside the United States.
- Six of the 16 member institutions maintain campuses abroad.
- The league staged its first overseas games in Ireland (Kansas State vs. Iowa State) and plans additional contests in Ireland (TCU vs. North Carolina) and England (Arizona State vs. Kansas) during the 2025-2026 season.
Official Statements & Responses
Yormark emphasized WVU’s unique market: “West Virginia makes a difference in this conference. No question about it,” noting the school’s “off-the-charts” fan engagement and the work of Athletic Director Wren Baker. He framed the conference’s global push as a natural extension of its brand, stating that the Big 12’s style of play “travels” and “resonates beyond our borders.” Yormark also highlighted the Monster Energy jersey-patch deal as a revenue-boosting partnership and reiterated his support for College Football Playoff expansion and regulated sports gambling.
Criticism & Opposition: Texas Tech Concerns
During the Q&A, Sean Dillon of *Rockin’ Pregame* challenged Yormark on perceived double standards toward Texas Tech, citing recent litigation involving quarterback Brendan Sorsby. Yormark responded, “Let me come closer, stand up. Ask that question again, and I’m going to give you the answer I want to give you,” and later clarified, “I said we’re going forward as 16 strong, and that’s my answer to your question.” The exchange highlighted lingering tensions between the commissioner’s office and a program that feels disadvantaged by scheduling and disciplinary decisions.
Verbatim Quotes
- “Our brand of football travels. It’s fast, it’s dynamic and it’s exciting and it resonates beyond our borders,” — Brett Yormark
- “Six of our 16 institutions have campuses outside the U.S. and 14% of our student-athletes come from outside the U.S.,” — Brett Yormark
- “West Virginia makes a difference in this conference.” — Brett Yormark
- “I don’t think as a conference we’re the best version of ourselves,” — Brett Yormark
- “I love the trajectory of this conference. I think right now is the best time ever for the Big 12. But can we be better? We certainly can be, across the board. This was a big year for us, on and off the field. And we’ll continue moving forward to grow everything we do, and get better,” — Brett Yormark
Why It Matters: Implications for Conference Identity and Future Realignment
Yormark’s remarks tie WVU’s regional passion to a broader strategy of international exposure and commercial growth. By positioning the Big 12 as a “mature start-up” with a global brand, the commissioner aims to attract new media deals and sustain relevance amid ongoing realignment pressures. However, the Texas Tech dispute signals that internal equity concerns could affect the league’s cohesion as it pursues expansion and revenue diversification.
