Big 12 Media Days: Yormark Says Expansion Coming; No Announcement Yet

Big 12 Commissioner Brett Yormark opened the 2023 Big 12 Media Days with his State of the Conference address.

Liz Parke/Big 12 Conference

The Big 12 Media Days are underway from AT&T Stadium in Arlington, Texas. Big 12 Commissioner Brett Yormark opened up the two-day event with his State of the Conference address.

"We do have a plan for expansion," Yormark said, addressing the elephant in the room. "Hopefully, we can execute that plan sooner than later." Yormark, though, was tight-lipped on this statement and would not disclose what that expansion plan includes. 

At last year's media days, Yormark stressed wanting the Big 12 to be "hipper, younger, cooler." In an effort to attract a larger audience, the league introduced a "brand refresh" with a new commercial spot. The league is enhancing its championships with events and music to attract the Gen Z audience. Yormark also said a new logo would be introduced within the next year.

We've always been greater than 12. pic.twitter.com/J32dXVV86E

— Big 12 Conference (@Big12Conference) July 12, 2023

On that line, he announced that the Big 12 Football Championship will have a halftime show broadcast on ABC. The artist performing at that show will be announced at a later date. 

When asked about where he ranks the Big 12 among other Power 5 conferences, he had this to say. "I'm not competing with the other Power 5 conferences. I want the Big 12 to be the best we can be. There's no time better to be part of the Big 12."

Yormark began his address with a look back at his first year as commissioner and the successes the league had on and off the field.

On-field successes include:

• TCU in the CFP National Championship
• 80% of football programs in bowl games; only conference with that many teams participating
• 70% of men's basketball teams in the postseason tournament
• 60% of women's basketball teams in the postseason tournament
• Oklahoma softball won their third-straight National Championship
• Two teams were in the Women's College World Series
• Six of nine baseball programs played in the NCAA postseason, including TCU making it to the national semifinals
• Only league to have 60% of its schools represented with a first-round pick in the NFL Draft
• Four national championships in the league
• 23 individual national titles won by Big 12 student-athletes

Last year, Yormark stated that "the Big 12 was open for business." Since then, off-the-field successes include:

• TV agreements with ESPN and Fox through 2031
• Accelerated Texas/Oklahoma withdrawal
• Completed a staff and organizational re-design
• Formed the Business Advisory Board
• Announced Big 12 Pro Day alongside the NFL
• Hosted first-ever Business Summit
• Launched Big 12 Mexico
• Brough commercial business in-house
• Championship enhancements through entertainment
• Gained nearly 100,000 new social media followers; second-most Twitter and Instagram followers of any conference
• Connected with leaders on Capitol Hill

Yormark also announced a plan to "double-down" on championship venues. With that, he announced an extension with AT&T Stadium to host the Big 12 Football Championship through 2030.

Big 12 Commissioner Brett Yormark at the Big 12 Media Days :: Barry Lewis/KillerFrogs

KillerFrogs was able to follow up on this announcement and ask why AT&T versus somewhere else. "It's a world-class venue," said Yormark. "Probably no better venue out there. Nice that we start our season in this facility and end our season here as well."

Along with AT&T Stadium, Yormack expressed interest in extending contracts in Oklahoma City (softball), Kansas City (men's and women's basketball), and Arlington (baseball).

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