2025 Big 12 Football Media Days: 5 takeaways from Brett Yormark’s address

1. Big 12 Is Thinking Global

Yormark made it crystal clear: the Big 12 intends to be more than a domestic power. The upcoming football season opens in Dublin, Ireland with Iowa State and Kansas State, a landmark international debut for the league. But that's just the beginning. Plans are underway for future events in Mexico City (potentially Big 12 baseball), and Baylor women's basketball will open its season in Paris.

“I want this conference to be a global conference. I think we can win globally.”

Yormark sees international exposure not only as a marketing strategy but as a way to elevate the Big 12 brand into new revenue and recruiting territories.

More from John Holcomb at Big 12 Media Days:

2. Media, Business & Brand: Big 12 is Modernizing Fast

The Big 12 has undergone an aggressive brand transformation. New partnerships with TNT and Bleacher Report begin this fall, offering expanded broadcast windows for both football and basketball. PayPal and Microsoft have joined as corporate sponsors, and two new content arms, Big 12 Studios and Big 12 Radio, are telling year-round stories across platforms.

The conference’s social media grew by over 200,000 followers, now ranking second among all Power Four leagues in digital presence.

Yormark also announced internal restructuring under Big 12 Enterprises, creating a centralized business arm designed to better serve sponsors and schools alike.

3. Doubling Down on Women's Sports & Athlete Branding

Yormark highlighted women's basketball as a priority for increased visibility, admitting he attended more women’s games than men’s last season. Plans include more linear TV exposure, brand elevation, and expanded support for Olympic sports.

A notable new initiative: every Big 12 student-athlete will receive their own free app to help build and manage their personal brand, part of an ongoing NIL and athlete empowerment push.

This move signals a conference fully invested in broadening its reach and relevance beyond football and men’s hoops.

4. Playoff Philosophy: Earn It, Don’t Expect It

Yormark reaffirmed support for the 5-7 (or 5-11) model for the expanded College Football Playoff—where the five highest-ranked conference champions and top at-large teams earn bids. Even though the Big 12 was slighted in last year’s rankings, Yormark rejected the idea of automatic qualifiers as a bailout.

“We don’t need a professional model because we are not the NFL. We are college football—and we must act like it.”

He believes the conference’s long-term investments will earn playoff spots on merit, not favoritism.

5. Star Power and Depth Will Drive Football Growth

Yormark called the Big 12 the “deepest football conference in America,” pointing to a record nine returning QBs with 2,400+ yards and the most late-game drama of any league last season. However, he acknowledged that true growth means emerging national brands.

“There will be a couple of our schools that’ll emerge as elite. That’s what we’re working toward.”

The Big 12 doesn't just want balance, it wants blue bloods to rise organically from the current parity.