The NCAA’s Big 12 Conference has announced the appointment of media companies, WME Sports and IMG Media, as the leaders in the organisation’s global content and commercial strategy.

The deal sees the media companies lead the Big 12 in:

• Media strategy, advisory and negotiation
• Conference composition strategy
• Premier asset assessment
• Sales analytics and valuation

WME and IMG will also support the Big 12 in its media rights and social media strategies, advise on the use of data, sports wagering, NFTs, developing premium fan experiences and delivering unique opportunities around championship and other special events.

Commenting on the announcement, Big 12 commissioner, Brett Yormack, said: We have aligned with a best-in-class team to build a best-in-class business strategy for the Conference.”

“As we ‘Open for Business’ to elevate the Big 12, the expertise and knowledge WME Sports and IMG Media bring to the table is critically important to analyze and evaluate the merit of commercial initiatives that strengthen our brand,” he said.

WME Sports co-head, Karen Brodkin, added: “We are proud to bring the full power of the Endeavor network to bear for the Big 12.”

“Brett and his team are innovating, upgrading and commercially accelerating value across the full spectrum of conference assets, including media, content, partnerships, championship events, music, entertainment, international events and Web3, and we look forward to partnering with them to realize all of their ambitions,” she said.

The announcement comes after the NCAA revealed it brought in more than US$1.15 billion (AUD$1.6 billion) in revenue last year.