Big 12 Commissioner Brett Yormark has announced the hiring of Tyrel Kirkham, Chief Marketing Officer and Clark Williams, Associate Vice President – Brand Communications to coordinate the Conference’s strategy on brand modernization, cultural marketing, student-athlete and organizational storytelling, as well as business ventures.
“I am very excited to have Tyrel and Clark become part of the Big 12 team,” said Yormark. “As we welcome four new member institutions and build the Big 12 brand, their knowledge provides a pathway for us to better connect with contemporary culture, non-traditional media outlets, engage in storytelling, and amplify our domestic and global plans.”
Kirkham and Williams each have over a decade of experience in the sports industry, with expertise at the intersection of sports, culture and community. The two will oversee new and expanded efforts in marketing, advertising and licensing as the Conference strengthens its connection with current and future student-athletes. Storytelling, championship enhancements and social media growth will also be key areas of focus.
“After eighteen years in professional sports, I’m thrilled to enter the collegiate space at an incredibly exciting and dynamic time,” said Kirkham. “There are endless opportunities to reimagine the Big 12’s brand, and I’m thankful for Commissioner Yormark’s trust in me to lead the charge.”
Kirkham spent the last two seasons with the NBA’s Detroit Pistons as Vice President of Brand & Marketing Strategy where he oversaw influencer and cultural marketing, game presentation, events, social media and merchandising. Before joining the Pistons, Kirkham spent two years with the Los Angeles Rams as Vice President & GM of Merchandising. Prior to his time with the Rams, he spent six years with the Brooklyn Nets and Barclays Center as Vice President of Global Merchandising. Kirkham also worked with the New York Mets for eight years as a member of their Venue Services department.
A 2005 graduate of State University of New York at Cortland, Kirkham received his bachelor’s degree in Sport and Fitness Administration/Management.
“I grew up on Big 12 athletics, right here in Texas – having the opportunity to work for the conference that sparked my love of sports is truly special,” said Williams. “I look forward to working with Commissioner Yormark, Tyrel, and the rest of my colleagues to modernize the Big 12 brand and enhance our conference’s storytelling engine.”
Williams also comes to the Big 12 from the Detroit Pistons, where he served as the Director of Communications since 2020. In this role, he oversaw brand and strategic communications, while serving in a managing role for basketball communications. Prior to joining the Pistons, Williams spent five years as the Director of Sports at Berk Communications, leading public relations for Roc Nation Sports and their roster of athletes. Williams also provided communications strategy for the NFL, Atlanta Falcons, PUMA and more. Additional stops in his career include IMG, Oakland A’s, Major League Baseball, the New York Mets and the Kansas City Chiefs.
Williams, a Fort Worth, Texas, native, is a 2012 graduate of the University of Missouri with a BS in Sport Management.