With Greg Norman set to be replaced by the Public Investment Fund (PIF) as LIV Golf’s CEO, the search is on for who could fill the Australian’s shoes, though a name has been already circulating as PIF’s next target.
Brett Yormark, the commissioner of the Big 12, is a name that PIF has floated around as LIV’s next CEO, according to the Sports Business Journal . PIF reportedly is looking for “well-regarded executives” in sports business to take over for Norman, though it was also reported that talks with the 58-year-old have not progressed.
Once a suitable replacement has been found, Norman will remain in the organization though in a different capacity. It was reported that Norman will continue to be part of LIV’s senior leadership team, even as his official title remains to be seen.
If Yormark is indeed Norman’s successor, it would mark a significant departure for the American, based on his past. As the current commissioner of the Big 12 starting 2022, Yormark was the catalyst of a new media rights agreement with ESPN and FOX Sports, with the six-year contract worth an estimated $2.3 billion.
Before his time as the Big 12’s commissioner, Yormark was the CEO and President of Business Operations and Strategy of Roc Nation. Roc Nation was an entertainment company founded by mogul Jay-Z and while working with the rapper, Yormark helped the company negotiate a long-term partnership with the NFL, providing live music at events such as the Super Bowl.
Prior to working for Jay-Z at Roc Nation, Yormark spent 14 years working for the Brooklyn Nets, then known as the New Jersey Nets. With Yormark in tow, the Nets moved from New Jersey to Brooklyn and was instrumental in operating the Barclays Center.
As the CEO of Brooklyn Sports Entertainment, he helped Barclays Center become the destination for events, hosting the New York Islanders, UFC, NCAA Division I basketball, the Atlantic 10 men’s basketball tournament, and many others. It was also where he met Jay-Z, with the famous rapper being an integral part of the team’s relocation.
In the 1990s, Yormark’s name was synonymous with sports teams in the midwest, helping said teams garner impressive broadcast deals. Among the teams he acquired and managed the broadcast rights for were the Milwaukee Brewers, Milwaukee Bucks, Minnesota Timberwolves and Minnesota Twins.
He also spent time with the Detroit Pistons as a senior executive with Palace Sports and Entertainment. And while his resume is filled with basketball, hockey and baseball positions, he also ventured into motorsports in the late 1990s.
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In 1998, NASCAR brought Yormark on board and he immediately made an impact as he rose through the ranks. Yormark helped NASCAR land a 10-year, $750 million sponsorship deal with Nextel Communications, the largest NASCAR contract at the time.
Outside of sports, he also has a twin brother, Michael, who is the president and CEO of Roc Nation Sports.
Considering Yormark’s pedigree, it is clear what type of executive PIF is looking for to replace Norman. By hiring an executive like Yormark, PIF reportedly hopes the move could streamline LIV and the PGA Tour’s merger .
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