In an effort to keep the Big 12 conference relevant and thriving, Commissioner Brett Yormark has been leading aggressive and innovative initiatives. Two years since he declared the conference "open for business," Yormark's vision is beginning to materialize.

During a press conference at Allegiant Stadium in Las Vegas, which Yormark dubbed the "capital of sports and entertainment," he proudly announced significant milestones in revenue growth. The Big 12's sponsorship dollars saw a remarkable 79% increase in the 2023-24 season, while ticket revenue jumped by 23%. Yormark also revealed groundbreaking brand partnerships with TuneIn Radio and Microsoft, who will be providing sideline and coaching box tablets. In addition, reports suggest that a FAST (free ad-supported streaming TV) channel is in the works.

Yormark characterized the Big 12 as a "mature startup," emphasizing the league's ability to be younger, more progressive, and innovative compared to its peers. This startup-like approach was evident in the major changes witnessed over the past two years. The conference witnessed a significant transformation, with half of its membership changing. While Texas and Oklahoma departed, four former Pac-12 schools joined forces with four former Group of Five schools, forming a historic 16-team conference.

Expanding into four time zones, the Big 12 continues to explore new markets. Las Vegas hosted the conference's media days for the first time, and Yormark expressed the desire to secure a bowl partnership with the prestigious Las Vegas Bowl. Additionally, the Big 12 aspires to introduce uniform patches on referee jerseys, following the NBA's lead.

Yormark acknowledged that change is underway, but prefers to view it as a necessary reset in the realm of collegiate athletics. He believes that in 10 years, this period will be seen as a positive moment in the history of the Big 12.

While revenue generation initiatives have gained popularity, some decisions may not align with the desires of Big 12 fans. Yormark mentioned exploring alternative time slots for games that may not be in prime positions on Saturdays. This move aims to ensure the Big 12's football programs receive optimal exposure amidst fierce competition from other sporting events.

In June, reports emerged that the Big 12 had engaged in talks with a private equity firm. Although Yormark did not disclose specific details, he acknowledged that such conversations were taking place. He expressed belief in the value of having a capital resource partner in the ever-evolving sports industry, drawing upon private equity's growing presence in professional sports.

However, integrating private equity into college athletics comes with inherent risks, as ownership and revenue structures may be affected. Yormark emphasized the importance of thoroughly exploring potential structures and models that would benefit the conference both in the short and long term.

Perhaps the most intriguing possibility is the potential sale of the conference's naming rights. Yormark, who has experience in negotiating naming rights deals in his previous roles, noted the willingness to consider such opportunities. He highlighted the importance of finding a partner who can elevate and amplify the Big 12's brand, ensuring that any potential agreement brings tangible value to the conference.

Despite losing tentpole brands like Texas and Oklahoma to the SEC, the Big 12 remains committed to pursuing innovative revenue growth avenues. As the conference embraces change, its ability to adapt and secure its relevance in college athletics will be put to the test.

Yormark maintains that there has never been a better time to be part of the Big 12, asserting that the conference is more relevant now than ever before. With his aggressive approach and dedication to innovation, Yormark is leading the charge in keeping the Big 12 at the forefront of collegiate athletics.