Big 12 revenue hits $710 million as commissioner argues conference strength post-departure
Brett Yormark claims the league’s national appeal has improved since Texas and Oklahoma left, citing a 9.1% rise in TV ratings and expanded playoff representation.
By Ricardo Alvarez ·
The Big 12 Conference projects total revenue of $710 million for fiscal year 2026, a figure that represents an increase of more than $100 million compared to the previous year.
Outgoing commissioner Brett Yormark presented these financial figures during a panel discussion at the Dallas Citizens Council annual meeting in Dallas on Thursday. He joined SMU athletic director Damon Evans and Arctos Partners founder Ian Charles to discuss financial trends in sports. ESPN commentator Kevin Negandhi moderated the session.
Yormark asserted that the conference is currently in a stronger position than it was when the University of Texas and the University of Oklahoma were members. Texas and Oklahoma departed for the Southeastern Conference in 2024. Yormark stated, "I know there’s a lot of Texas and Oklahoma fans … but our profile and national appeal today is better than it was when they were in the conference, and I’d debate anyone on that fact."
He supported this claim with data showing that six Big 12 schools were ranked in the Associated Press Top 25 last week. According to Yormark, this is the highest number of league teams in that ranking at any point since 2002. Additionally, the Big 12 was one of only two major conferences to grow its television audience through the first eight weeks of the current season.
Athletic reported that the Big 12 football audience increased by 9.1% year over year. This growth contrasts with a 2.1% increase for the SEC, a 10% decline for the Big 10, and a 44.5% drop for the Atlantic Coast Conference.
Despite the ratings gains, the conference faces ongoing challenges in postseason success. A Big 12 team has not won a College Football Playoff game since the departure of its two largest television draws. Texas won two playoff games in 2024 before losing to Ohio State in the semifinals. Oklahoma has made one playoff appearance since leaving the Big 12 but has not won a game in that format.
The league remains the lowest earning among the power four conferences, with both the Big 10 and SEC generating over $1 billion each. Yormark acknowledged this resource gap and described efforts to close it through commercialization. The conference secured a jersey partnership with Monster Energy and allows member schools to select individual sponsorship partners.
In 2026, the Big 12 announced a funding deal with RedBird Capital to provide credit lines and fuel revenue growth. Utah became the first NCAA athletic department to sell an equity stake in its commercial arm to a private investment firm. Yormark is scheduled to conclude his tenure as commissioner at the end of January.
