As the 2024-25 Big 12 women's basketball season tips off, a new era of college sports begins, marked by transfers, new rivalries, and high expectations. With the conference's expansion bringing in four new programs – Arizona State, Arizona, Utah, and BYU – the level of competition has never been higher. The revamped Big 12 looks to grow in more ways than just adding schools, with improved ratings, engagement, and international experiences all on the checklist for commissioner Brett Yormack.

Elevating the Big 12 to New Heights

Cementing Domestic Dominance and Reaching Global Aspirations

Yormack has big aspirations for the expanding conference, which now features 18 teams spread across 10 different states. "I want to cement our position domestically, but I have aspirations to go international and global," Yormack said at Big 12 Media Day earlier this month. "I think basketball can help us do that." The conference's mentality has shifted as it now stands as one of the most powerful conferences in the college landscape, fielding 25 total sports.

Driving Increased Viewership and Preseason Hype

The conference's growth is reflected in its viewership and preseason rankings. "Our ratings were up 111% last year, we're gonna see that trend continue this year," Yormack said. "Four of our teams were in the top 16 this year in preseason AP polls." Yormack's hardnose mentality and innovative approach have been instrumental in driving the Big 12's brand expansion.

Embracing the Underdog Mentality and Calculated Risks

"I've always been the underdog, I like having that grind mentality," Yormack shared. "We're a mature startup, it gives us a chance to be a little more innovative, take calculated risks, and disrupt a little bit. Just have a lot of energy about what we do."

Arizona State's Renewed Optimism and Roster Transformation

As one of the four new teams in the conference, Arizona State approached the Big 12 Media Day with renewed optimism. Coach Natasha Adair, junior guard Jalyn Brown, graduate student guard Tyi Skinner, and junior guard Kennedy Brasham talked about the vibes around this year's team and the expectations for the season, which begins Monday when the Sun Devils host the Jacksonville State Gamecocks.

Building a Healthy, Cohesive Team Environment

"This is a group that really loves one another, a group that works hard, we spent a lot of time together in the offseason," Adair said. "Of course, we're going to compete, we're going to be relentless, but we're going to love one another and really care about each other." With the addition of new players through the transfer portal and players like Skinner returning from an injury that sidelined her for an entire season, the Sun Devils finally feel like they have a healthy and capable team.

Embracing the Hunger to Win and Compete in the Big 12

Skinner and Brown will be one of the strongest duos in the new and improved Big 12 this season. "Part of why I came here is because Tyi wanted to team up," Brown said. "We're very determined players who look out for our teammates, so just for us to be out on the court against the same opponent with the same goal is gonna be scary." The Sun Devils are coming into the season with a desire to win and make their mark in the conference.