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Brett Yormark ‘bullish’ on Big 12′s future as TV deal with ESPN, Fox enters ‘final stages’

Yormark gave updates on the conference’s TV deal, the 14-team schedule, talks with Gonzaga and more.

ARLINGTON — TCU and Kansas State represented the face of the new Big 12 in the conference football title game, just as Baylor and Oklahoma State did a year ago.

For Commissioner Brett Yormark, the championship game was just the beginning of his vision for a conference makeover, one focused but definitely not limited to the field.

“Very, very significant,” Yormark said when asked about the presence of four continuing Big 12 schools in the last two championship games. “Obviously Texas and Oklahoma [are] great brands but we’re bigger than one or two schools, this conference, and I’ve said that from day one. I’ve been very bullish on the direction of this conference.

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“When you look at the TV deal, that’s a validation of where this conference is going and ESPN and Fox are bidding yes, on the Big 12.”

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A six-year, $2.3 billion media rights extension with Fox and ESPN, which is in the “final stages,” according to Yormark, will mean stability through 2030-31. Conference revenue will increase even with the conference increasing to 14 teams next season before Texas and OU head to the SEC after the 2024-25 season. BYU, Central Florida, Cincinnati and Houston will be joining beginning next season.

There was more of what Yormark sees as the Big 12′s future on display.

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Grammy winner Ashanti showed considerable range on the National Anthem. World welterweight boxing champ Errol “The Truth” Spence Jr. from DeSoto participated in the coin toss. Streetwear fashion brand A Bathing Ape brought a different vibe than past title games.

While the idea of a hip, happening conference with outposts in Waco, Lubbock, Stillwater, Manhattan (Kan.) and Morgantown may be counterintuitive and an easy target for mockery, Yormark is convinced it can happen.

“We want to be more diverse, more inclusive,” Yormark said. “We want to get younger and more contemporary. You’re starting to see that. If you look at social media, many of the student athletes that are participating in today’s game, have commented on some of the things we’ve done …

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“I think our plan of modernizing and contemporize and connecting to youth culture is the right strategy.”

In other items:

— Yormark said the 14-team football schedule for 2023 should be released by mid-December. The Big 12 will be doing away with divisions.

— Discussions are continuing to have conversations with basketball-power Gonzaga possibly joining the Big 12, Yormark said.

— Although Yormark is a newcomer to college sports, he was a big advocate for College Football Playoff expansion. After the Rose Bowl acquiesced, the CFP announced a 12-team playoff beginning 2024. “I’m just happy for the industry and for college football that we ultimately got to where we did and that the Rose Bowl realized that nothing’s bigger than college football itself,” Yormark said.

— The Big 12 will likely continue to hold its football championship game at AT&T Stadium for the foreseeable future, Yormark said. “This is our home,” Yormark said. “We love it. It’s a world-class venue. The Cowboys are incredible hosts. We’ll continue to be here as long as we can.”

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