Texas Tech to BYU, the New Reason Big 12 Fans Are Mad at... the Big 12

A growing sense of frustration has quietly and overtly settled across various Big 12 fan bases regarding Commissioner Brett Yormark, exposing a widening chasm between corporate innovation and traditional college football culture. Initially praised for his aggressive branding and proactive posture following the departure of marquee programs, Yormark’s recent strategic pivots have increasingly alienated supporters who feel the conference's identity is being commercialized. A primary flashpoint centers on scheduling adjustments. Fans and traditionalists heavily criticized the league's push into heavily saturated weeknight windows—such as forcing high-profile rivalry matchups onto Thursdays and Fridays—which many view as a direct assault on regional game-day traditions, local tailgating culture, and high school football reverence. Furthermore, Yormark's affinity for corporate partnerships and experimental ventures has rubbed long-time supporters the wrong way. Announcements regarding sweeping commercial branding across fields, courts, and team jerseys have drawn sharp rebukes from fans who argue the conference is leaning too far into a glossy, NASCAR-style entertainment model at the expense of authentic historical roots. Compounding these concerns are high-profile PR friction points, including combative media day press appearances and perceived tone-deaf dismissals of local concerns. While a faction of supporters still views Yormark as a necessary, forward-thinking CEO fighting for the conference's financial survival against the SEC and Big Ten juggernauts, a prominent cross-section of the fan base is growing weary. For traditionalists who measure college sports by regional animosities, Saturday afternoons, and deep-seated institutional history, the prevailing sentiment is that the Big 12’s leadership is sacrificing the soul of the sport for a short-term ratings bump. 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!   KALSHI For a limited time, Download the Kalshi app and use code [LOCKEDON] to get up to $500 in bonus credits when you trade $25.   The Game Don't miss this chance to celebrate 40 years of The Game with 40% off your entire order. Visit https://TheGameCaps.com and use promo code LOCKEDONat checkout.   Wayfair Patio season is here and these deals won’t last! Head to https://wayfair.com right now to get your outdoor space ready for way less.  Wayfair. Every style. Every home.  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   Gametime Today's episode is brought to you by Gametime. Download the Gametime app, create an account, and use code LOCKEDONfor $20 off your first purchase. Terms and conditions apply. FanDuel Today's episode is brought to you by FanDuel. Join all the action at https://FANDUEL.COMto play Daily Dingers and make your free pick on who’s hitting a homer this MLB season.  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.