The world of college sports is no stranger to bold claims and ambitious branding, but the Big 12’s recent antics under commissioner Brett Yormark have me both intrigued and bemused. Personally, I think Yormark is the embodiment of the 'fake it till you make it' mantra, and what makes this particularly fascinating is how he’s managed to keep the conference in the spotlight despite its glaring shortcomings. Let’s break it down.
The Monster Energy Deal: A Symbolic Partnership?
The Big 12’s new $20 million-a-year sponsorship with Monster Energy is, in my opinion, a perfect metaphor for the conference’s current state. On the surface, it’s a bold move—linking a second-tier league with a second-tier energy drink. But if you take a step back and think about it, this partnership screams desperation masquerading as innovation. What this really suggests is that the Big 12 is willing to do whatever it takes to stay relevant, even if it means screaming its name in all caps like a caffeine-fueled teenager. One thing that immediately stands out is the irony: a league struggling for credibility aligning itself with a brand known for sponsoring extreme sports and the UFC. It’s almost as if they’re saying, ‘We may not be the best, but we’re loud.’
The Try-Hard Mindset: Cringe or Courage?
Yormark’s try-hard approach is both admirable and cringeworthy. From my perspective, his relentless self-assurance is a double-edged sword. On one hand, it’s refreshing to see a leader so committed to selling his conference’s brand. On the other, it often feels like he’s overcompensating for the Big 12’s lack of on-field success. What many people don’t realize is that this kind of bravado can only take you so far. Metrics be damned—when your conference champion gets shut out in the playoffs, as Texas Tech did last year, all the marketing in the world can’t mask the reality. This raises a deeper question: Can hype ever truly replace substance?
Global Ambitions: A Mountain Too Tall?
Yormark’s claim that the Big 12 aims to be the ‘most globally relevant conference in college athletics’ is, frankly, a stretch. While I applaud their efforts to host international games—like TCU in Dublin and Arizona State vs. Kansas at Wembley Stadium—it’s hard not to see this as a distraction from their domestic struggles. A detail that I find especially interesting is how these global ventures feel more like a PR stunt than a genuine strategy for growth. If you ask me, the Big 12 is trying to climb a mountain of relevance with a ladder made of Monster Energy cans. It’s ambitious, sure, but also precarious.
The Brendan Sorsby Saga: A PR Nightmare
The Brendan Sorsby fiasco is a microcosm of the Big 12’s larger issues. The fact that Yormark dodged the first question about it during media days speaks volumes. All publicity is good publicity, they say, but this was a train wreck that highlighted the conference’s internal dysfunction. What this really suggests is that the Big 12 is more focused on controlling the narrative than addressing its problems. From my perspective, this kind of avoidance only undermines their credibility further.
The Little Engine That Could—or Couldn’t?
The Big 12’s underdog spirit is undeniable, and Yormark’s ‘I think I can’ attitude is almost endearing. But let’s be real: the conference is chugging along a track that leads to nowhere fast. Their 1-8 record in playoff games since 2014 is a stark reminder of their limitations. What makes this particularly fascinating is how they’ve managed to stay in the conversation despite their on-field irrelevance. If you take a step back and think about it, the Big 12 is the college sports equivalent of a meme—constantly trending but rarely for the right reasons.
Final Thoughts: The Big 12’s Identity Crisis
In my opinion, the Big 12 is suffering from an identity crisis. It wants to be seen as a powerhouse but lacks the results to back it up. It craves global relevance but struggles to dominate even its own region. What this really suggests is that the conference is caught between aspiration and reality. Personally, I think Yormark’s salesmanship is both the Big 12’s greatest asset and its biggest liability. He’s keeping the lights on, but at what cost? As the college sports landscape continues to evolve, the Big 12’s future feels as uncertain as ever. Will it eventually make it over that mountain, or will it run out of Monster Energy before it gets there? Only time will tell.
