Big 12 Conference Hires Translation

Creative agency hired to appeal to a younger, more diverse audience

The two-year-old mobile platform aims to serve as a live viewing bridge for the next generation of audiences that are not addressed by TV.

What's the deal?

Translation, an independent Black-owned creative agency founded by music industry visionary Steve Stoute, has worked with the NFL, NBA, State Farm, Beats By Dre, Brooklyn Nets, Nike, and the New York Knicks.

“It is critically important that we continue to align the Conference and its member institutions with partners that know how to innovate and elevate us,” commented Big 12 Conference Commissioner Brett Yormark. “Translation’s legacy in creating culturally rich content and experiences on behalf of major sports leagues and brands makes their team a perfect partner to bring the Big 12 into its next wave of growth.”

With the conference scaling into eight major markets, Translation will offer strategic, cultural, and creative expertise to co-author the next wave of brand growth. Translation will reimagine how the Big 12 shows up in youth culture, appealing to current and prospective student-athletes by bridging the worlds of storytelling and culture.

The bottom line:

Brett Yormark wants to contemporize the college sports conference's image to be more appealing to a younger audience by using music and influencer marketing as it is set to add four new US markets including Houston and Orlando. 

Read: Saturday Down South, Ad Age

Newsletter: 10/20/22 issue