The Big 12 has formed an in-house commercial sales division that will be led by Sean Desmond, the Big 12’s first-ever VP/Sales. Desmond will report directly to Commissioner Brett Yormark. Additionally, the conference has hired Austin Greenstein as Senior Dir/Ticketing & Partnerships. Greenstein, most recently with Fenway Sports Management and the Red Sox, will report to Desmond. The conference did not use a search firm for the new hires. The Big 12 said it will execute at the local, national and international levels in order to maximize current revenue streams from its Big 12 Championships and other events, including a title partner for the 2024 Big 12 Pro Day at The Star in Frisco, Texas. The conference also has identified partnership rights of the Big 12 replay operations room and its entire gameday venue monitoring operation, as well as the conference’s 2023 summer activations in N.Y.'s Rucker Park as new business opportunities. Previous rights holder Learfield will maintain some business from the Big 12 on a project-by-project basis and its other companies, CLC and SIDEARM, will continue to have relationships with the league as well.
