LAS VEGAS, Nev. – The Big 12 is targeting a talent agency executive to be its next conference commissioner.
Brett Yormark, the COO of Jay-Z’s Roc Nation, is finalizing a deal to be the new leader of the Power 5 league, sources tell Sports Illustrated, a stunning move that brings yet another outsider into college sports’ most exclusive and powerful group.
Yormark, 55, has spent the last three years at Roc Nation, originally as co-CEO with twin brother Michael. In his various roles at Roc Nation, he’s worked with artists, athletes, leagues, teams and brands and oversees sponsorship, licensing, content partnerships and brand strategy. These are essential elements and qualities especially beneficial in an ever-changing college sports landscape that entered a new phase last July with the lifting of the NCAA’s amateurism rules. The era of name, image and likeness (NIL) has brought legalized athlete pay, agent involvement and player branding never before seen in college sports.
