Big 12 Media Days: Brett Yormark touts unique approach to revenue amid ‘necessary reset’ for college sports [Video]

LAS VEGAS — During his introductory press conference upon his hiring, Big 12 commissioner Brett Yormark told the public that the conference was “open for business.” Two years later, that statement is beginning to take shape. 

Now standing amid what he dubbed the “capital of sports and entertainment” at Allegiant Stadium in Las Vegas, Yormark touted his business success. The Big 12’s sponsorship dollars grew by 79% in 2023-24, while ticket revenue also jumped 23%. Yormark also announced new brand partnerships with TuneIn Radio and Microsoft for sideline and coaching box tablets. A FAST (free ad-supported streaming TV) channel is reportedly on the way. 

“I often refer to our league as a mature startup,” Yormark said. “This means our brand can be younger, more progressive and innovative compared to some of our peers.”

The startup vibe fits the feel of a league where truly everything is on …