Brett Yormark leaves the Big 12 having done the thing that mattered most: keep the league standing in a chaotic era for college sports. He took over in 2022 with the conference still trying to steady itself after the departures of Texas and Oklahoma, and he will exit with the Big 12 still sitting as the No. 4 league in college athletics.
That doesn’t mean the job was routine. The conference Yormark inherited was fragile, and the pressure around it never really let up.
He helped push the Big 12 through expansion by adding Colorado, Utah, Arizona and Arizona State, then moved quickly to lock in a media rights package, mainly with ESPN and Fox. The result wasn’t splashy perfection, but it kept the league from being caught flat-footed in a crowded market.
Yormark’s tenure also included a mix of bold ideas and messy misses. The league tried a Connecticut expansion push that drew pushback because of its basketball-heavy logic in a conference already loaded with strong basketball programs.
International competition, mostly in Mexico, never caught fire. The light-up, glass court at last year’s Big 12 tournament became a fiasco, and Yormark later replaced the floor for the end of the men’s event.
The Monster Energy deal brought a loud logo, but not the matching revenue.
Then came the move that showed how far the commissioner was willing to go when the Big 12’s credibility was on the line. In the battle known here as l’affair Sorsby, Texas Tech tried to maneuver a big-dollar transfer quarterback into uniform while breaking nearly every NCAA gambling rule on the books.
That set off a serious conflict inside the league. With support from the other 15 schools, Yormark and the Big 12 filed a federal lawsuit that stopped Sorsby and removed him from college football.
It was a harsh outcome for a Texas Tech team that had reached the 2025 College Football Playoff and looked positioned to chase another run with Sorsby. But the league viewed it as the necessary call for conference solidarity.
The Big 12’s football picture still looks strong. Texas Tech is one-loss and headed into a big home game Saturday against one-loss Arizona.
BYU, at 6-1, gave the league a boost by beating Notre Dame. Utah is unbeaten heading to Cincinnati.
On the field, the product is in good shape.
The bigger concern is the ceiling. The Big 12 is still below the Big Ten and SEC, and the gap is not disappearing.
The ACC is also technically ahead of the Big 12, even while it deals with its own instability and schools such as Florida State, Clemson, North Carolina and Miami positioning themselves for a future elsewhere. That future, as the source puts it, is either the Big Ten or SEC, not the Big 12.
That’s what makes Yormark’s departure so important. The next commissioner won’t just be managing a steady league; he or she will be trying to protect its place in whatever college sports becomes over the next five to 10 years.
If the Big Ten and SEC consume most of the value, the remaining programs may be left dividing what’s left. The Big 12 could end up with little to poach, which would help with stability but also lock in second-tier status.
There is another possible future, though, one where a 36-to-40 school super league forms and the Big 12 joins forces with the rest of the ACC in a second tier of survivors. That would leave college sports even more fractured, with only so many winners left in the mix.
That’s why the Big 12’s next leader will need to look more like Yormark than the old-school commissioner archetype. Greg Sankey and Jim Phillips are described as the last of that old guard at the power-conference level, even if both have adapted well enough to stay relevant. The Big 12’s next commissioner may not be a carbon copy of Yormark, but the league will need someone willing to think creatively and keep pushing for relevance.
Yormark didn’t transform the Big 12. But he did stabilize it, and in this era, that counts for a lot. The hard part is what comes next.
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What makes Utah so tricky for Cincinnatis defense is the variety baked into its offense, which has a way of forcing opponents to stay disciplined snap after snap. The Bearcats are also staring at a game that could swing on hidden-yardage moments, whether it is the run game, a turnover or a field goal chance, so the margin for error feels especially thin. [Read more 🡒]
Bearcats Get A Rare Chance To Prove Texas Tech Was No Fluke
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The matchup also carries a little historical weight for a program trying to climb back into the national conversation. It is only the second meeting between Cincinnati and Utah, and a chance for the Bearcats to string together back-to-back wins over ranked opponents for the first time since 2008. After what happened against Texas Tech, this is the sort of stage that can tell you a lot about how far Cincinnati has come. [Read more 🡒]