New Episode of BBOC: Big 12 Conference Commissioner Brett Yormark

In the latest episode of JohnWallStreet Presents: Big Business on Campus, the podcast's hosts, Corey Leff and Michael Schreiber, sit down with Big 12 Conference Commissioner Brett Yormark. The trio discusses the conference's recent commercial growth, expansion of intellectual property, and potential for increased commercial opportunities.

Yormark highlights that the Big 12 in-house commercial rights, which were brought under their control last year, have led to a 182% year-over-year rise in sponsorship revenue. The conference is now aiming to grow its commercial inventory and intellectual property portfolio to maintain momentum.

The commissioner emphasizes the importance of digital monetization, noting the significant increase in social media engagement under his leadership. He also mentions the potential of turning regular season events into monetizable assets, such as TV visible signage and additional commercial opportunities during the season.

Furthermore, Yormark discusses the Big 12's foray into leveraging brand partnerships, citing Monster Energy's successful deal with their football and basketball programs. The conference plans to expand this approach globally, taking advantage of their extensive international presence.

Additionally, the Big 12 is exploring international exposure, which contributes to both athletic and academic goals, as well as commercial benefits. The conference has 14% international student athletes and has established international campuses at six of its 16 institutions. Yormark highlights the potential for global sponsorship and partnership expansion, as well as the possibility of monetizing international TV rights in future deals.