Why is the WWE logo at Big 12 championship game? Conference partners with wrestling brand
The Big 12 championship game between No. 7 Texas and No. 18 Oklahoma State on Saturday features a wide array of festivities — including an on-field WWE logo.
The battle for Big 12 supremacy between the Longhorns (11-1, 8-1 in Big 12 play) and Cowboys (9-3, 7-2) doesn't just have exclusive merchandise and hip hop artist Nelly performing Arlington Stadium on Saturday. Commissioner Brett Yormark has introduced a number of changes to bring eyes to the conference championship in Dallas.
Among those changes: The most outstanding player of the game will also receive a custom-made WWE championship belt, resembling the award given to champion wrestlers.
Why is the WWE prominently featured at the Big 12 Championship? Here's an explanation on the partnership:
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Why is WWE logo at Big 12 Championship?
The Big 12 on Nov. 16 announced a partnership with the WWE for the conference championship game.
The connection likely stems from Yormark's time as the CEO and President of Business Operations and Strategy at Roc Nation, an entertainment company founded by famous rapper Jay-Z. Previously, Yormark was the CEO of the NBA's Brooklyn Nets.
“WWE is a global brand that connects with a wide array of audiences,” Yormark said in a news release. “With this partnership, we will integrate WWE and its brand power into one of the conference’s biggest moments, further strengthening the bridge between sports and entertainment throughout the Big 12.”
WWE President Nick Khan added:
“Brett and his team at the Big 12 have turbocharged the conference through innovative media rights deals and commercial partnerships, constantly exploring new ways to grow the conference’s reach and influence. We’re excited to partner with them and help amplify the Big 12 Championship.”
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Who is Brett Yormark?
Yormark, of course, is the commissioner of the Big 12 Conference.
Yormark was previously the CEO and President of Business Operations and Strategy at Roc Nation, an entertainment company founded by Jay-Z. The 57-year-old executive also helped lead the Brooklyn Nets' move from New Jersey to Brooklyn as the NBA team's CEO.
Just a few months after he was hired by the Big 12, he brought stability to the league following the announced departure of Texas and Oklahoma to the SEC by negotiating a $2.28 billion media rights deal with Fox and ESPN for 2025-31.
Yormark also helped bring new programs to the conference, with Pac-12 defectors Arizona, Arizona State, Colorado and Utah debuting next season.
This article originally appeared on Nashville Tennessean: WWE logo at Big 12 championship game, explained
