Berry Tramel, who has witnessed the Big 12’s evolution from his position in various Oklahoma newsrooms since the days of the Big 8/SWC merger in the 1990s, has noted significant changes in the conference over the past 1-2 years. Tramel acknowledges that the Big 12 has effectively become “a new conference” in this period but highlights the positive aspects of its growth.
One notable positive, according to Tramel, is the leadership of Brett Yormark. Tramel has observed that the schools within the conference are enthusiastic about Yormark’s leadership, appreciating his aggressiveness, passion, and innovative marketing strategies. While Tramel notes that the conference leadership before Yormark’s tenure was less effective, he emphasizes that there is now a surge of new ideas and a refreshed attitude, signaling a shift away from a passive approach to a more proactive and experimental mindset.
Brett Yormark, the fifth commissioner in the history of the Big 12, stands out for his unconventional approach to the role. With CEO experience from Roc Nation and Brooklyn Sports and Entertainment—which manages the Brooklyn Nets, Barclays Center, New York Islanders, New York Liberty, and Nassau Coliseum—Yormark aims to leverage his business acumen to help the conference navigate the evolving landscape of Division 1 sports.
Berry Tramel notes that while not everyone fully grasps Yormark’s ideas, there is a general trust in his leadership. Many appreciate that Yormark brings a fresh perspective from outside academia and traditional norms, advocating for the conference in new and innovative ways.
Despite having passed its “glory days,” the Big 12 remains a prominent force, recognized as potentially the third-best Division 1 football conference after the SEC and Big Ten, and possibly the top college basketball conference. This status provides significant advantages, provided the league remains aware of its position and adapts accordingly.
Berry Tramel reflects on the Big 12’s evolution over the years, noting that while the conference was once considered on par with the SEC, its status has shifted. He acknowledges that the Big 12 is now perceived as the third-best conference, a position that might be seen as an improvement given the past decade of being labeled as the fifth-best. Tramel suggests that this shift in perception could be motivating for those within the conference, who have faced doubts about its stability and future.
He also highlights a positive aspect of Brett Yormark’s leadership, as well as that of previous commissioners: the Big 12 has managed to maintain its reputation and avoid the severe decline experienced by other conferences like the Pac-12, and potentially the ACC in the future. Tramel attributes this resilience to the conference’s leadership, arguing that while there were challenges, the Big 12 was not plagued by the same level of ineffective leadership seen elsewhere. He points out that the problems for the Big 12 were more related to issues with key schools like Texas, Texas A&M, Nebraska, and Oklahoma, rather than a failure of leadership itself.