Future of big 12 conference7/29/2023 ![]() “Whatever decisions we make moving forward will be based on just that” “I’ve got to do what’s is in the best interest of our member institutions and this conference,” Yormark said when asked about Texas and Oklahoma’s impending departure. Rather, he is focused on making sure the current and future Big 12 institutions remain aligned. Whether it be 2025 or earlier, the exact timeline of when Texas and Oklahoma depart for the SEC is the least of Yormark’s worries. “Is music going to be part of the DNA of this conference going forward? Absolutely.” Staying strong post-Texas and Oklahoma “Do I want to lean on entertainment? 100 percent,” Yormark said. Music, Yormark’s forte, will be a big part of it. ![]() While Yormark did not provide specifics on what this new Big 12 brand will look like under his helm, it is clear that the goal is to tell stories in a completely new way that college athletics has never seen. “How do we story tell in ways we’ve never done not just at the conference level but also at the member institution level? … How do we use music as a part of our storytelling? How do we celebritize maybe some of our championship games? We are going to do a lot of different things and all of it will be about contemporizing what we do at the conference level.” “First and foremost for me, it’s about how do we contemporize the brand,” Yormark said. My job is to explore every and all options and that’s what I’m doing and will continue to do.” Contemporizing the Big 12 brandĬoming from a background in the entertainment industry, specifically with music, Yormark has what might be considered nontraditional plans to revamp the Big 12’s brand. “But we need to make sure that, one, that timing is right, two, again whatever we do is additive and is not dilutive. Does that mean that we should look at expanding our geographic footprint in order to do that? Why not,” Yormark said. “Do I have a goal of nationalizing this conference? Absolutely. But, the timing and fit have to be right if the conference chooses to further expand. This does not mean that Yormark will not consider adding current Pac-12 schools like Arizona, Arizona State, Colorado, Oregon, Utah or Washington, some of the many names that have been tossed out as possible additions to the Big 12. You see the depth of this conference already right now two weeks into the football season.” “On the go forward, we will have 12 great member institutions that give us a great footprint geographically. ![]() “Do we need to expand? No,” Yormark said. ![]() While not opposed to expansion, Yormark solidified his position that the Big 12 is set up for success going forward because of the conference’s current and soon-to-be members. This begs the question of if the Big 12 needs to further expand, even with UH, BYU, Cincinnati and UCF set to join the conference on July 1, 2023. With the additions of Texas and Oklahoma to the SEC and UCLA and USC to the Big Ten, the two conferences which are widely considered the most dominant is college athletics continue to grow stronger. ![]()
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