2030 Vision for the Big 12 Conference

Media-Rights Negotiations

According to Big 12 Commissioner Brett Yormark, the Big 12 is growing and they’re setting themselves up for 2030, when they’re a free agent for a new media-rights deal. The Big 12’s focus will be on increasing revenue, expanding internationally, and improving its long-term market value. Even though the Big 12 reported a record $610.9 million in revenue for the 2024-2025 fiscal year, it still ranks last behind the other Power 4 conferences. 

To increase revenue and financing for member schools, the Big 12 entered a business partnership with RedBird Capital Partners and Weatherford Capital. RedBird also assisted the Big 12 in landing PayPal as a major sponsor.

Going International

For the first time in college football, a game will be played in London. Big 12’s Arizona State and Kansas will face off in September at Wembley Stadium. Yormark looks to grow internationally to gain a more lucrative media-rights deal for 2030. Yormark said, “When I think about our next TV deal, how do we exploit international TV rights, which we’ve never done before? So, the bigger the brand is, the greater presence we have over there, I think the better for us.”

Why it Matters: Sports Media

This matters because part of what drives college athletics are media deals. Conferences are no longer just athletic organizations – they are media brands competing for national and global attention.