Big 12 Commissioner Brett Yormark clarifies that his statement about being "open for business" did not refer to expansion but rather a commitment to exploring opportunities for creating value within the conference. The recent addition of four Pac-12 schools to the Big 12 highlights the league's strategic moves in the ever-evolving landscape of college sports. Yormark's unconventional ideas, previously met with skepticism, are now gaining traction as the college sports industry shifts towards increased revenue opportunities and partnerships. The Big 12's bold decisions, including securing TV deals ahead of the Pac-12, have positioned the conference for success amidst growing competition. As college athletics undergo significant transformations, debates regarding private equity investments and potential renaming of the conference reflect the ongoing quest for financial stability and relevance in a rapidly changing environment. Despite past controversies and uncertainties, Yormark's forward-thinking approach underscores the Big 12's adaptability and readiness for future challenges.