Despite $380M Big 12 media rights deal, Brett Yormark pushes for 2 big revenue sources ahead of 2024 football season

The Big 12 Conference has been in the news, as ESPN's Pete Thamel reported that the conference is ready to add some major revenue by selling its naming rights to the league. There are different ways commissioner Brett Yormark plans to increase the conference's monetary value, and some of them may come to fruition before the 2024 college football season.

The two ways they are looking to add some significant money is by private equity and title sponsorship. The private equity, as reported to CBS Sports, is that there's a CVC Capital Partners for 15-20% of the conference's stake for $800 million-1 billion. That would be a major cash flow and would be the first of its kind to give the conference a way to compete with the Big Ten Conference in terms of money.

The other revenue source is the title sponsorship. The conference is reportedly willing to sell the naming right of the conference to a title sponsor in exchange for hundreds of millions of dollars over the life of the deal. The belief is that Allstate would be the sponsor and create another significant revenue driver for the Big 12 Conference.

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Does this move by the Big 12 Conference make sense?

Just because it's different than what people in the United States are used to doesn't mean that it's the "wrong" move. The Big 12 Conference is attempting to close the gap financially between themselves and the SEC and Big Ten Conferences, and this is one way to do it.

One thing that Big 12 Commissioner Brett Yormark is that he's creative, and this deal is certainly out-of-the-box thinking, as it's a first-of-its-kind type of deal. With the additional cash flow, it could entice programs looking for a new conference to call home.

The innovative nature of Yormark's decisions with ideas like Big 12 Mexico proving that he's willing to drive the conference into different markets and create different revenue streams.

These decisions by Brett Yormark will likely help the Big 12 Conference going forward.