After Brett Yormark's Big 12, Jim Phillips confirms exploring ACC naming rights deal to infuse more revenue: "We continue to look at all options"

The ACC has become an embattled conference after the disintegration of the Pac-12 during the conference expansion and realignment wars that have plagued college sports during the past two years. Programs like the Clemson Tigers and Florida State Seminoles are in open revolt and have taken the litigation route to try and get out of the conference's grant of rights deal that runs until 2036.

During the ACC media days, conference commissioner Jim Phillips has been defiant in the face of the onslaught by conferences like the SEC (Southeastern Conference), Big Ten and Big 12 to poach some of its most marketable programs.

"I wouldn't be doing my job if we aren't exploring every area that's available ... We continue to look at all options when it comes to revenue," Phillips said.

During the Big 12 media days, commissioner Brett Yormark brought up the issue of selling the conference's naming rights to generate more revenue as referenced by Phillips.

“Do I believe in naming rights? I do,” Yormark said. “I’ve done a few in my career. When I was at NASCAR, we went from Winston Cup to NEXTEL. I was at Continental Airlines Arena when I took over the Nets and we turned it into IZOD Center. We sold Barclays Center when we moved to Brooklyn."

Phillips said the ACC topped $700 million in revenue for the first time in its history last year. Distributable revenue increased by 14%, and on average, programs received $45 million, highlighting the strength of the conference.

Jim Phillips adamant about ACC retaining members

When sides started leaving the Pac-12 in droves last year, the conference disintegrated in a matter of months and then-commissioner George Kliavkoff was powerless.

Commissioner Jim Phillips did not take the threat to his conference lightly, showing his defiance with a message during the conference's media days.

"We will fight to protect the ACC and our members for as long as it takes," Phillips said. "We are confident in this league and that it will remain a premier conference in college athletics. These disputes continue to be damaging and disruptive to the league."

It will be interesting to see whether Phillips will be able to stem the tide or whether the Clemson Tigers and Florida State Seminoles will be able to find a loophole in the ironclad grant of rights deal that will open the floodgates of the ACC to the inevitable.