Big 12 Commissioner Brett Yormark is prioritizing the conference’s global expansion and long-term financial stability over addressing specific past gambling controversies involving student-athletes. As the league navigates a shifting collegiate sports landscape, Yormark is actively exploring a 24-team College Football Playoff model and international exhibition games to maintain the conference’s competitive relevance against the SEC and Big Ten.
How is the Big 12 addressing student-athlete gambling?
The conference is focusing on education rather than disciplinary review. While former Texas Tech quarterback Brendan Sorsby faced scrutiny over gambling violations, Yormark declined to comment on the specific case during the Big 12 football media days in Frisco, Texas. Instead, he emphasized that the league is working alongside member institutions to guide athletes in an era where sports betting is widespread.
“When I grew up, sports betting wasn’t as available as it is today,” Yormark said. “It’s a different world that student-athletes are growing up in, and they need to be educated.” The league views integrity as a foundational requirement for all 16 member schools, even as it balances the realities of a more accessible betting market.
The Big 12 is moving toward a landmark sponsorship with Monster Energy. The deal, valued at approximately $20 million annually, includes co-branded jersey patches for football and basketball, marking a shift toward professional-style commercialization in college sports.
What is the status of the expanded College Football Playoff?
The Big 12 is currently evaluating a 24-team playoff format as a potential successor to the 16-team model previously favored by the league. Yormark noted that while the conference has performed its own due diligence, the economic implications of a 24-team bracket remain under review.
“I liked 16 initially,” Yormark said. “When 24 became part of the conversation, we’ve done our own conference due diligence around it, and we think it might be a great fit for us.” A primary concern for the Big 12 is protecting its championship game, which saw 85,000 attendees last year and a 39% increase in viewership. Any expansion, including a potential shift to a 10-game conference schedule, must be weighed against the loss of these “tent-pole” revenue drivers.
Why is the Big 12 pursuing a global strategy?
To compete with the “Power Two” conferences—the SEC and the Big Ten—the Big 12 is positioning itself as a global brand. Yormark is modeling this effort after the NFL and NBA, which have successfully exported their products to international markets.
- Ireland: The conference opened last season in Ireland.
- TCU: TCU is scheduled to open the upcoming season in Dublin.
- Wembley Stadium: Arizona State and Kansas are slated to play the first-ever college game at the iconic London venue.
Yormark believes the conference’s brand “travels” and “resonates beyond our borders,” suggesting that international games will remain a priority for the league’s long-term growth strategy.
Pro Tip: Tracking Conference Economics
Watch for updates on the Big 12’s 10-game conference schedule proposal. Yormark has explicitly linked this potential change to the final structure of the College Football Playoff. If the league secures more access via expansion, the pressure to maintain a 10-game conference slate may shift to accommodate nonconference revenue opportunities.
Frequently Asked Questions
Will the Big 12 switch to a 10-game conference schedule?
The decision is pending. Yormark stated that the move is interconnected with the final format of the College Football Playoff and remains an ongoing discussion with conference leadership.
How much is the Monster Energy partnership worth?
According to Sports Business Journal, the multi-year deal is valued at roughly $20 million per year, which averages to about $1 million for each of the 16 member schools.
Does the Big 12 have an official stance on player gambling?
Commissioner Yormark has emphasized that the league’s role is to provide education and guidance to student-athletes to ensure the integrity of the game, rather than commenting on individual disciplinary cases.
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