Big 12 Commissioner Brett Yormark highlights the conference’s global expansion efforts, including games planned in Ireland, Mexico City, and Paris.
FRISCO, Texas — To kick things off at Big 12 Media Days, Commissioner Brett Yormark took to the stage to offer a look back on the conference’s success in 2024 while also giving a preview of things to come.
He praised several programs’ achievements, which he used to demonstrate the strength of the conference in not just football, but in many other sports.
“Beyond football, BYU brought home two national championships in cross country,” Yormark said. “Houston men’s basketball made a dramatic run to the NCAA National Championship game. TCU reached the Elite Eight in women’s basketball while their beach volleyball team won a national championship.”
After reviewing these accomplishments, Yormark emphasized the conference’s goal of continuing to evolve in response to the ever-changing landscape of college football and collegiate athletics in general.
He talked about his desire to have the Big 12 move beyond the states where its institutions reside.
“I want this conference to be a global conference. I think we can win globally. Big time,” Yormark said about the Big 12. “Playing in Ireland, obviously, is that first step. We’ll return there next year. There’s a good chance we’ll be in Mexico City next spring for baseball. Baylor’s kicking off — the women are — the basketball season in Paris this year. And we’re having conversations with other countries throughout the world that are very interested in bringing the Big 12 to their marketplace.”
One of the teams putting effort into this push for global recognition is TCU, which is opening the 2025 season against North Carolina in Ireland.
Much of the reasoning behind this global goal is the revenue it could bring in to further fan the flames of NIL and funding that goes towards the payment to student-athletes.
Yormark stressed the importance of partnerships with various entities. One of the conference’s newest partnerships, the commissioner said, will even allow them to create custom apps for every student-athlete to help grow their brand.
“I love the trajectory of this conference. I love where we’re going,” Yormark said. “Our schools are making incredible investments in infrastructure, performance and student-athletes. It’s everything I could’ve wished for when I took this job three years ago. But I will tell you — we’re just getting started.”
The commissioner then went on to say that this still isn’t the best version of the conference and that it will get there soon, though he did not say exactly what that looks like.