Big 12 commissioner Brett Yormark leaving to return to pro sports

When Brett Yormark stepped into the role of Big 12 Commissioner in August 2022, the conference was facing an existential crisis. With powerhouse programs Texas and Oklahoma heading to the SEC, many predicted the league was heading for collapse. Instead, Yormark declared the Big 12 “open for business,” stabilized the conference by poaching key Pac-12 programs (Arizona, Arizona State, Colorado, and Utah), and secured a lucrative $2.28 billion TV rights deal with ESPN and Fox Sports.

Now, in a stunning turn for college athletics, Yormark has made the decision to step down from his role to pursue an executive opportunity outside of college sports, staying on through January 2027 to oversee a smooth transition.

His departure marks the end of one of the most aggressive, disruptive, and transformative leadership tenures in modern college sports history. Here is what Yormark’s exit means for the Big 12 in the short term, how it impacts the conference’s future television negotiations, and who might step up to replace him.

Short-Term Impact: Stability, Transition, and Maintaining Momentum

Because Yormark is remaining in office through January 2027, the Big 12 avoids an immediate, chaotic leadership void. However, the shift in leadership dynamic carries significant short-term ramifications:

• Execution of Current Initiatives: Yormark leaves behind a newly established $12.5 million private-capital framework with RedBird Capital Partners and major commercial deals like PayPal. In the short term, the conference office must focus on executing these deals smoothly without Yormark’s personal salesmanship driving every meeting.
• Protecting Roster Integrity and Governance: Coming off recent high-profile administrative tests—including navigating legal pushback over player eligibility and roster spending—the conference proved its willingness to stand firm on governance. Preserving that administrative backbone will be the key priority for conference leadership through the transition.
• Cohesion Among 16 Members: The Big 12 is now a vast, 16-school footprint stretching from Florida to Utah. Yormark was the glue holding diverse athletic directors and university presidents together. The conference board must ensure that regional tensions or revenue-sharing disagreements do not resurface as he prepares his exit.

What It Means for Future TV Deals

Yormark’s biggest triumph was leapfrogging the Pac-12 to lock in a six-year, $2.28 billion extension with Fox and ESPN through 2031. However, the landscape for the next media rights cycle becomes far more complex without him.

1. Loss of a Master Marketer

Yormark brought a Brooklyn Nets and NASCAR marketing mindset to college athletics. He viewed the Big 12 not just as an amateur sports league, but as an entertainment brand. Without his forward-thinking approach—such as pushing for international games, expanding College Football Playoff inventory, and monetizing basketball separately—the Big 12 loses its most creative dealmaker.

2. The 2030 Media Rights Horizon

Though the current media contract runs through the end of the decade, prep work for the 2030 negotiations is already underway. Yormark had envisioned leveraging expanded College Football Playoff formats and new digital streaming platforms to close the revenue gap with the Big Ten and SEC. A new commissioner will need to enter office with a clear strategy on how to keep the Big 12 attractive to major networks when media rights talks heat up again.

3. Valuation and Revenue Gap

Despite record conference distribution ($610.9 million for 2024–25), the Big 12 still lags behind the Big Ten and SEC in total payout. Yormark’s pitch was that commercial innovation would make up the difference. The next commissioner will be under immediate pressure from university chancellors to prove that the conference can sustain high payouts without Yormark’s corporate network.

Who Could Replace Brett Yormark?

Replacing a non-traditional, highly energetic commissioner like Yormark will force the Big 12 Board of Directors to make a strategic choice: do they hire another commercial, corporate-minded executive, or do they return to a traditional college athletics administrator?

Here are potential candidates who could be on the Big 12’s radar:

1. Corporate & Entertainment Executives (The “Yormark Model”)

• Mark Tatum (Deputy Commissioner, NBA): A deeply respected sports business executive with extensive experience in media rights, global expansion, and sponsorship—qualities that align directly with Yormark’s vision.
• Amy Brooks (President of New Business Ventures, NBA): A top-tier strategist who oversaw the NBA’s innovation and media growth strategies, making her a strong fit for a league seeking disruptive commercial growth.

2. Seasoned College Athletics Leaders

• Zack Smith or Senior Big 12 Leadership: An internal promotion would offer immediate continuity, ensuring that current commercial partnerships with RedBird and media partners continue without interruption.
• Garth Lagerwey (President & CEO, Atlanta United / Former MLS Exec): Known for operational brilliance and roster/financial strategy, bridging the gap between professional sports management and league governance.
• Desiree Reed-Francois (Athletic Director, Arizona): A proven Power 4 athletic director with deep knowledge of the current Big 12 footprint, legal landscapes, and modern revenue-sharing models.
• Danny White (Athletic Director, Tennessee): A bold, innovative athletic administrator who built UCF into a Big 12 candidate before taking over at Tennessee. He possesses the aggressive mindset needed to lead a Power 4 conference.

The Verdict

Brett Yormark took over a conference on life support and left it as a stable, 16-team national powerhouse with long-term television security and innovative financial backing. While his impending departure creates uncertainty around the 2030 media rights horizon, his legacy is clear: he proved that the Big 12 could not only survive the realignment era, but thrive in it. The ultimate success of the conference moving forward will depend on whether its next leader can build upon Yormark’s commercial blueprint.