Big 12 Media Days Open in Frisco
The 2026 Big 12 football media days will kick off in Frisco, Texas, where commissioner Brett Yormark is set to field questions about the conference’s future direction.
Yormark recently put to rest the Brendan Sorsby controversy that had lingered around Texas Tech, clearing a lingering distraction as the league gears up for a pivotal season.
In his opening remarks he signaled a pragmatic stance on the College Football Playoff, saying he would back a 24‑team format only if the financial math works out for all stakeholders.
The Big 12 remains the sole Power Five conference that has never earned an at‑large playoff berth and has yet to register a victory in the 12‑team bracket, a fact that underscores the competitive gap with the SEC and Big Ten.
That disparity is reflected in the revenue split, with Big 12 schools receiving roughly $30 million less in conference distributions than their SEC and Big Ten counterparts in 2025.
To bridge the shortfall, the league announced a partnership with RedBird Capital, hoping the private‑equity firm can generate new income streams through media and sponsorship deals.
Yormark also voiced support for the Protect College Sports Act, legislation aimed at curbing unrestricted conference expansion, while warning that the revised version could constrain the Big 12’s own growth plans.
Analysts say the confluence of these issues will shape not only the Big 12’s schedule but also the broader conversation about the future of college athletics.