Yormark Breaks Down What ‘Open for Business’ Really Means

Yormark said being “open for business” goes way beyond realignment. It’s about monetizing opportunities, diversifying partnerships, and pushing innovation in college athletics.

Under his leadership, the Big 12 has secured a six‑year, $2.28 billion TV deal with Fox and ESPN, launched Big 12 Studios and Big 12 Radio, and struck deals with brands like WWE and Microsoft. Plans for global expansion are also in motion, with games set for Ireland, Paris, and Mexico City.

He described the Big 12 as the “deepest football conference in America,” noting recent success like Houston’s national title game appearance in men’s basketball, Arizona State’s CFP run, and Travis Hunter’s Heisman campaign. That depth brings national attention, and the conference is ready to capitalize.

“Open for business” also signals a willingness to pursue new revenue models. From exploratory talks about naming rights to exploring private equity investment and uniform patches, Yormark said the Big 12 is on the cutting edge of opportunities that other Power Four conferences might avoid.

This isn’t ambition for ambition’s sake. It’s strategic positioning for long‑term relevance and financial health. Yormark made it clear: the league is not just resting on tradition, it’s building a modern, market-savvy powerhouse.

For the Big 12, being truly “open for business” means saying yes to growth, partnerships, and global exposure while maintaining its college identity. The question now is how high the Big 12 can soar.