Big 12 Commissioner Brett Yormark’s vision of a modern, "globally relevant" conference has hit a period of intense turbulence in 2026, leaving segments of the fan base feeling increasingly disconnected from his leadership. While Yormark’s early tenure was defined by swift, decisive expansion and savvy media rights negotiations, this year’s strategic pivots have faced significant backlash for appearing either tone-deaf or overly corporate. The most glaring point of friction has been Yormark’s handling of the Brendan Sorsby gambling saga involving Texas Tech. By refusing to address the controversy during the 2026 Media Days—even after being directly questioned—Yormark drew heavy criticism from both national analysts and local media. To many fans, the dismissal felt like a "corporate answer" that avoided the elephant in the room, creating an impression of a commissioner who is more focused on brand management than the realities of the schools he governs. His tense, public interaction with a Texas Tech reporter, during which he forced the reporter to stand and repeat a question before ultimately dodging it, was widely viewed as a poor look for the conference. Furthermore, his recent commercial strategy has struck a nerve with traditionalists. The announcement of a multi-year "Monster Energy" entitlement partnership, which will see branding integrated across fields, courts, and jerseys, has been labeled by some as an "abomination" that turns college sports into a NASCAR-style product. For fans who value the tradition and regional identity of college athletics, these moves suggest a conference prioritized for its "almighty dollar" at the expense of its cultural roots. Whether it’s the failed push for games in Mexico or the logistical controversies of recent tournament events, a growing chorus of fans now perceives Yormark as a leader chasing global trends while drifting away from the core traditions of his member institutions. Everydayer ClubIf you never miss an episode, it’s time to make it official. Join the Locked On Everydayer Club and get ad-free audio, access to our members-only Discord, and more — all built for our most loyal fans. Click here to learn more and join your team’s community: https://lockedonpodcasts.com/everydayerclub Support Us By Supporting Our Sponsors! Indeed Listeners of this show get a $75 Sponsored Job Credit to help give your job the premium placement it deserves at http://Indeed.com/podcast FanDuel Today's episode is brought to you by FanDuel. From the opening whistle to the final kick, Let There Be Goals on FanDuel. Visit https://FANDUEL.COM to get started now. FANDUEL DISCLAIMER: 21+ in select states. First online real money wager only. Bonus issued as nonwithdrawable free bets that expires in 14 days. Restrictions apply. See terms at sportsbook.fanduel.com. Gambling Problem? Call 1-800-GAMBLER or visit FanDuel.com/RG (CO, IA, MD, MI, NJ, PA, IL, VA, WV), 1-800-NEXT-STEP or text NEXTSTEP to 53342 (AZ), 1-888-789-7777 or visit ccpg.org/chat (CT), 1-800-9-WITH-IT (IN), 1-800-522-4700 (WY, KS) or visit ksgamblinghelp.com (KS), 1-877-770-STOP (LA), 1-877-8-HOPENY or text HOPENY (467369) (NY), TN REDLINE 1-800-889-9789 (TN) Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
