Big 12 Conference To Establish Commercial Sales Division
IRVING, TX – Today, the Big 12 has announced it will create an internal commercial sales division for the first time in the Conference’s 27-year history. In having complete control of its commercial business, the Conference is also announcing the hiring of Sean Desmond, the Big 12’s first-ever Vice President of Sales to lead commercial efforts. Desmond will report directly to Commissioner Yormark. Additionally, the Conference is hiring Austin Greenstein as Senior Director of Ticketing and Partnerships. Greenstein, most recently with Fenway Sports Management and the Boston Red Sox, will report to Desmond.
The Big 12 Conference’s commercial outreach strategy will be executed at the local, national, and international level. The Conference will use its in-house sales engine to maximize current revenue streams - which includes Big 12 Championships - as well as establish new opportunities. One of the first commercial sales opportunity the Conference will pursue is the title partner for the 2024 Big 12 Pro Day, being held at The Star in Frisco, TX. Additional opportunities include the partnership rights of the Big 12 replay operations room and its entire gameday venue monitoring operation, the Conference’s 2023 summer activations in New York City’s Rucker Park, as well as other newly introduced IP.
“As we continue to innovate the Big 12 Conference, controlling our commercial business is a crucial step,” said Commissioner Brett Yormark. “Through our commercial sales division, the Big 12 will look to grow each aspect of our Conference, enhancing existing revenue drivers and establishing new ones. Following his five years leading commercial sales in the college athletics space, we are thrilled to welcome Sean Desmond to the Big 12 family.”
In addition to sponsorship sales being led internally, the Conference will lead all its ticketing sales and operations for its championships and new events. The Conference will continue to work with LEARFIELD on a project-by-project basis and will tap into its vast resources, including ongoing relationships with LEARFIELD businesses CLC and SIDEARM, as the Conference continues to innovate and grow.
