Big 12 commissioner Brett Jormark is not shy about his expansion strategy. He wants to go west.

Speaking Wednesday during a visit to a future Big 12 member in Cincinnati, Jormark told reporters the league would be interested in adding members from the Pacific time zone. The new commissioner took a bold approach to expansion, telling the football media the other day: “The Big 12 is open for business.”

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“Obviously I would like to go west, enter this fourth time zone,” Jormark said on Wednesday.

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He added about the Big 12 wish list, “A program that has national recognition, a program that competes at the highest level in basketball and football, stands for the right things, fits the culture well.”

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The Big 12’s strategy of targeting potential Pac-12 members for expansion has caused friction between the leagues, especially after Pac-12 lost to the Big Ten by USC and UCLA starting in 2024.

Pac-12 commissioner George Klyavkoff, asked about Jormark’s “open for business” comment at his league’s football media day, responded: “I appreciate it. We haven’t decided yet whether we will shop there or not.”

Klyavkov later added, “I spent four weeks trying to defend against grenades that were thrown from all over the Big 12, trying to destabilize our remaining conference.”

Pac-12 declined to comment on Jormark’s remarks on Wednesday.

Both Pac-12 and Big 12 have decided to expedite discussions with Sportzshala and Fox about their media rights agreements, which expire in 2024 and 2025, respectively. The official exclusive Big 12 negotiation window with both media partners was not to start until February 2024.

Jormark said Wednesday he had “great meetings” with Sportzshala last week and will meet with Fox next week, adding that he feels the two want to start talks soon.