Big 12 media days: What are commissioner Brett Yormark’s top priorities? He lists them.

Big 12 commissioner Brett Yormark wants to focus on the conference internally instead of hypothetical scenarios.

The upcoming 2023 season will be the first year for incoming members BYU, Central Florida, Cincinnati and Houston, and the last for outgoing members Oklahoma and Texas before they join the SEC.

Speaking at Big 12 Media Days on Wednesday at AT&T Stadium, Yormark said there is a plan to expand the conference. But entering his second year as conference commissioner, he wants what’s best for the 12 teams moving forward in the conference.

“I love the composition of the conference right now,” Yormark said. “The excitement the four new members have brought to this conference has been incredible, and if we stay at 12, we’re perfectly fine with that. If the opportunity presents itself, where there’s something that creates value and aligns well with our goals, there’s no better time to be a part of the Big 12 than right now. I’m really excited about our future.”

In his first year, Yormark oversaw a new media rights deals with ESPN and FOXl that extend until2031, the accelerated departure of Oklahoma and Texas from the conference, TCU reaching the national championship game and the conference pursuit of opportunities in foreign markets.

Yormark reiterated his desire for the conference to be “younger, hipper, cooler” and connect with Gen Z fans. To do so, Yormark announced plans for a “brand refresh” and a new logo to be revealed next year. He showed a commercial and played it twice while grooving to the music in the middle of his speech.

He said plans included a halftime show at the Big 12 football championship game, with an artist to be announced on Aug. 12. The Big 12 also extended its contract with AT&T Stadium to host the conference championship game through 2030.

“The brand spot is to continue to live at the intersection of culture and sports,” Yormark said. “To connect with current and future student-athletes more than ever before, and begin to position the conference as greater than 12.”

Yormark also said he’s worked with lawmakers on Capitol Hill, wanting federal legislation around name, image and likeness (NIL) policies. He also is looking into spreading awareness to student-athletes, coaches and officials for sports gambling, which has become an issue in the NFL.

“It’s a big focus of our member institutions,” Yormark said. “We’re working with the NCAA, but we’re doubling down on our partnership with US Integrity. We’ve been with US Integrity since 2018, but given the current environment, we need to go to deeper with them.”

A year ago, when introduced as Big 12 commissioner, Yormark said the Big 12 was “open for business.” Many took that declaration as an invite to other schools to join the Big 12. On Wednesday, Yorkmark corrected it, specifying the Big 12’s future plans of growth revenue, diversity and brand of the conference.

“I am very happy with the progress we made, but I’m not satisfied,” Yormark said. “There’s still a lot of work to be done.”