Brett Yormark, Big 12 to 'celebrate' final year for Oklahoma, Texas

ARLINGTON, Texas – Brett Yormark isn’t worried about the Big 12 losing Oklahoma and Texas. At least, that’s the message he sent Wednesday at Big 12 Media Days.

The conference commissioner fielded a good amount of questions about the two premier programs, which are set to join the SEC in 2024. And Yormark, who is now in his second year as commissioner, made it clear the conference will continue to be great after Oklahoma and Texas leave following this final football season. 

“They have a great identity. They’re national brands. They’re a big part of the history of this conference,” Yormark said at his press conference at AT&T Stadium. “But like I said last year, this conference is bigger than any two schools. We’re in a great place. There’s never been a better time than right now to be involved with this conference. And I’m excited about our future.”

Yormark did make it a point to say in his opening remarks that the conference will celebrate the two schools this season. He said the conference is, “going to celebrate Texas and Oklahoma and all the contributions they’ve made to this conference since day one because they’ll always be a big part of this conference.” 

But it was also prevalent that Yormark doesn’t believe – or won’t publicly admit – that the loss of the two schools will hurt the conference. 

“There’s been no better time to be a part of the Big 12 than right now,” Yormark said. “This thing is going to grow. It’s going to move forward in a positive way.”

The reality, though, is that Oklahoma and Texas have brought in the most revenue for the conference. And they certainly bring the most eyeballs. Not that the new schools – BYU, Cincinnati, UCF and Houston – won’t help bring in new revenue. But there’s no doubt there will be less money made without OU and Texas in the conference than with them in it.

That’s why Yormark, a former professional sports businessman, is trying to implement changes to the conference to make it more entertaining. Whether that’s a halftime show of the conference championship game or a football game being played in Mexico City. 

But it’ll be hard for the conference to replicate the presence of Oklahoma and Texas. Sure, TCU won the Big 12’s first College Football Playoff game last year. And that was a constant point during Yormark’s press conference. But the Sooners and Longhorns are two of the sports’ biggest blue bloods and draw the most attention, even in years they may not be the best teams. No other team has more media represented in Arlington this week than OU and Texas. 

And they often do have the best talent in the conference, even if Yormark isn’t willing to admit it. 

“I don’t think they’ve carried the conference in recruiting,” Yormark said. “They haven’t been in our championship game the past few years.”

That’s true. Oklahoma last appeared in the conference title game in 2020 and Texas hasn’t made an appearance since 2018. But there’s a chance both make it this year. Texas is the favorite to win the Big 12 and Oklahoma ranks third in the preseason conference poll. Yormark was asked if he preferred Oklahoma and Texas not to make the title game. He did not answer. 

So while Yormark claims the conference will celebrate the two longstanding programs – and that’s a nice gesture – that’s all it really is. A gesture. And it’s likely safe to assume the majority of the eight remaining members aren’t too sad to see the Sooners and Longhorns leave. 

That’s why Yormark, Oklahoma, and Texas agreed it was best to make an early exit to the SEC. And while it may not be a win financially for the conference for the two to leave early, it’s a win for everyone to just move on. 

“I’ve got a great partnership with the folks at Texas and Oklahoma,” Yormark said. “When there’s mutual respect and when you’re looking for a win-win scenario, those negotiations don’t really take that long. We all wanted the same thing, and we got there. I’m happy for them. I’m happy for us. We brought closure to an issue that was highly discussed this time last year, and I’m happy we did.”

But before Oklahoma and Texas leave for the SEC, they will apparently be “celebrated” — however that looks.