The recent Big 12 Basketball Media Days earned high praise from across the college basketball world, and the acclaim reflects significant behind‑the‑scenes orchestration from Brett Yormark and the conference’s leadership. Leading off the commentary, basketball analyst Seth Davis called the event “the most creative, impressive, and productive media day I’ve ever been to. And I’m not the only one saying it.”
Yormark, who in August of 2025 marked his third year as commissioner of the Big 12 Conference, has overseen a period of aggressive conference reform and branding investment. Under his stewardship, the Big 12 has added four former Pac‑12 schools, re‑upped a major media‑rights deal, launched in‑house content platforms, and prioritized presentation and fan engagement in ways not typical for even power leagues.
That media‑day glow isn’t simply about glitzy coaches’ walks or player selfies, though there were plenty of both; it’s about a conference repositioning itself visually, culturally, and competitively. The Big 12’s new schedule of events, enhanced access for the network partners, broader branding, and player‑centric activations all point to a conference playing offense rather than defense. The praise from outside observers signals that the message isn’t just internal hype; the national media are taking note.
Of course, execution remains key. Praise from one media day doesn’t guarantee on‑court results or long‑term dominance. But in a world where conference identity, brand strength, and media‑friendly initiatives increasingly matter, the Big 12’s timing and trajectory look strong. With the conference’s basketball brands already among the nation’s most visible and competitive, the elevated media‑day execution is another feather in its cap.
The Big 12’s recent media‑day performance is more than a polished photo op; it’s evidence of a league stepping up its game under Brett Yormark. And for all the talk about expansion, realignment, and brand wars with other power conferences, this is a reminder that games are won not just on the court but in the boardrooms, networks, and locker rooms too.
