Big 12 commissioner Brett Yormark says Colorado has done 'incredible job' building brand

Less than a year after his “open for business” remarks, Big 12 commissioner Brett Yormark attempted to walk them back. But he still had some intriguing thoughts at the conference’s media days on Wednesday, including some about the hype around Colorado.

The Buffaloes have found themselves in the middle of conference realignment rumors, notably with the Big 12. Reports have connected CU with the Big 12 and the school reportedly had “substantive talks” with the league earlier this year. Colorado has been the subject of plenty of discussion this offseason as Deion Sanders takes over the program, and there’s excitement building.

The Buffaloes open the year against TCU, and Yormark was asked about that hype. He had nothing but praise for the job CU has done putting itself at the center of the college football conversation.

“They know brand. I’m a brand guy,” Yormark said, via BuffZone’s Brian Howell. “I think they’ve done an incredible job if you look at kind of how they’re elevating and amplifying their brand and engaging with their fans. They’ve done a wonderful job. So I wish them well.”

As for talk of expansion, Yormark declined to get into specifics. However, he pointed out the Big 12 has a plan as the college athletics landscape changes. The conference is currently at 16 teams this year, but that will change when Texas and Oklahoma leave for the SEC in 2024.

“Relative to expansion, I said that we have a plan, and we have a plan for expansion, and I’m not going to really address it today. You can as me, but I’m not really going to address it. We do have a plan, and hopefully we can execute that plan sooner than later. But as I’ve always said, I love the composition of this conference right now. The excitement the four new members have brought to this conference has been incredible. And if we stay at 12, we’re perfectly fine with that.

“If the opportunity presents itself where there’s something that creates value, and aligns well with our goals and adjectives, starting with the board, then we’re certainly going to pursue it.”

The Big 12 has been linked to multiple schools as it weighs expansion. Gonzaga has long been a target, and Yormark reportedly held meetings with AD Chris Standiford this past basketball season. He also spoke highly of the Bulldogs at the Big 12 Tournament.

UConn is another team to come up in rumors after the men’s basketball team won the national championship. The Huskies are reportedly “one of several schools” Yormark is considering.