Big 12 commissioner Brett Yormark presented members of the conference with a lucrative first-of-its-kind revenue-generation proposal, Ross Dellenger of Yahoo Sports reports.
At a meeting of Big 12 administrators in Dallas in late May, Yormark proposed for the first time that the conference could sell its naming rights, just as stadiums and bowl games have done. Under the current version of the idea, the conference would keep the “12” in its name and replace “Big” with the name of the sponsor, according to Dellenger. (The conference had 14 teams in the 2023–24 academic year and will expand to 16 teams for the ’24 football season.)
The unprecedented sponsorship would generate “hundreds of millions of dollars” for the conference, Dellenger reports, and is expected to generate bids from several companies.
