Big 12 extends commissioner Brett Yormark: Aggressive approach will lead conference into historic era

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Big 12 commissioner Brett Yormark has agreed to a contract extension with the Big 12 that will take him through 2030, a source confirmed to CBS Sports. The contract is a three-year extension on his initial five-year deal signed when he took over the conference in 2022. 

Yormark was a surprising hire when he took over the conference after a career in the NBA and at Roc Nation’s marketing agency. In the years since, he has been one of the most aggressive commissioners in college athletics. He took leadership at a pivotal moment, as the Big 12 prepared to introduce ex-Group of Five schools Houston, BYU, Cincinnati and UCF to the list. In the years since, his wheeling and dealing allowed the conference to stay alive. 

The Big 12 aggressively agreed to a television contract with ESPN and Fox, undercutting the Pac-12 and leading to the collapse of the conference. Utah, Arizona, Arizona State and Colorado ultimately joined the Big 12. Yormark, who comes from a sports and entertainment marketing background, has also been aggressive trying to upgrade entertainment options around tentpole events, including introducing a broadcasted halftime show at the Big 12 Championship Game and school-specific concession options at the basketball and baseball tournaments. 

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Shehan Jeyarajah

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Source link : https://www.cbssports.com/college-football/news/big-12-extends-commissioner-brett-yormark-aggressive-approach-will-lead-conference-into-historic-era/

Author : Shehan Jeyarajah

Publish date : 2025-05-06 14:55:00

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