LAS VEGAS -- Two years ago, Brett Yormark introduced himself at Big 12 Media Days, weeks before he officially started his job as the conference commissioner, and made a declaration. The Big 12 was open for business.

Since then, Texas and Oklahoma, the conference's most iconic brands, fled for the SEC. The Pac-12 collapsed, and the Big 12 grabbed four school from its ashes. Everything has changed, yet nothing has changed. That's because Yormark lives his life by the value equation, he said Tuesday to kick off the Big 12 Media Days. Those that create value deserve to be rewarded.

"Two years later, I guess you could say we’re still open for business," Yormark said. "Naming rights is one. Private equity is another.”

CBS Sports reported on June 13 that the Big 12 was considering an $800 million - $1 billion cash infusion from Luxembourg-based CVC Capital Partners in exchange for up to 20% stake in the league. That same day, ESPN's Pete Thamel reported the Big 12 was reportedly selling its naming rights to a title sponsor. On the podium, he described advanced talks of adding commercial patches to referee uniforms.

Yormark said the Big 12 had solidified itself as a top-three conference, an obvious third wheel to the Big Ten and SEC. But in his breakout session with reporters, he emphasized he wouldn't stop until he's built the No.1 conference in the country.

If that means the Allstate 12 Conference and a private equity stake, Yormark will do it.

“This is no time to press pause," Yormark said. "We must continue to be bold and aggressive as an industry. The Big 12 will always be ambitious, because that’s who we are.”

Yormark transitioned from CEO of Roc Nation Sports International into shark-infested waters, captaining a ship with two massive holes left by Texas and Oklahoma. On Tuesday, he said the Big 12 was more relevant than ever before. The conference's sponsorship revenue grew by 79%.They'd launched the Big 12 Pro Day. The Big 12's Twitter and Instagram accounts were now the second-most followed of any conference. The Media Days were in the entertainment capital of the world, part of the conference's westward expansion coinciding with the addition of four Pac-12 teams. The Big 12 now has a footprint in ten states and four different time zones.

“I often refer to our league as a mature start-up," Yormark said. "This means our brand can be younger, more progressive and innovative compared to some of our peers.”

If the Big 12 doesn't have the same caliber of top-end teams as the Big Ten and SEC, then they make up for it in parity. Yormark, ever cognizant of the brand, said his conference would dub November as a 'Race to the Championship.' ESPN's Kris Budden pointed out that nine schools had a greater than 10 percent chance to reach the Big 12 Championship Game. Five teams received first place votes in the preseason media poll. There's the Doak Walker Award winner in Oklahoma State running back Ollie Gordon II and a Colorado team led by Coach Prime and Heisman-contending son, Shedeur. 

“We will be the deepest conference in America and every week will matter," Yormark said. "We have star power and parity.”

Yormark said years from now we'd look on this era of uncertainty and volatility in college sports as a net positive for the industry. But he doesn't need to wait to declare his conference better than it ever was. 

“There has never been a better time than right now to be part of the Big 12,” Yormark said.