Big 12 Commissioner Brett Yormark presided over the league's fourth annual media gathering on Tuesday, July 7, at the Ford Center at The Star in Frisco, Texas. The event, officially billed as Monster Energy Big 12 Football Media Days '26, centered on the conference's latest corporate partnership and the upcoming athletic season.
Yormark announced an entitlement partnership with Monster Energy, which will result in the league's football and basketball programs being branded under the energy drink's name for all conference-controlled assets. A co-branded logo will appear on jerseys, fields, and courts. Yormark described the partnership as reflecting qualities such as drive and ambition that mirror the student-athletes.
Despite the celebratory nature of the event, the first question directed at Yormark concerned former Cincinnati and Texas Tech quarterback Brendan Sorsby. Sorsby's college career ended following a gambling investigation, and he was subsequently ruled ineligible. He was also denied access to the NFL supplemental draft after the league informed his representatives that no draft would occur.
When asked about the situation, Yormark declined to comment, stating, "Today's not the time to address that issue. Today's about celebrating the upcoming football season and celebrating our 16 schools." When specifically questioned why Cincinnati had not faced punishment regarding the Sorsby matter, Yormark replied, "We're going forward with 16 strong and that's my answer to that question."
Yormark did address the broader issue of sports betting, calling integrity critically important. He noted the Big 12 has extended its partnership with IC360 to monitor activity and provide educational support. IC360 developed the ProHibet App, which Sorsby triggered while attempting to access a prediction market at Cincinnati. Court documents indicate Sorsby was denied access and received educational support at Cincinnati, and he signed similar documents at Texas Tech. However, evidence shows he still sent money out of state for bets.
