It's marketing, but I wouldn't say BS.
This conference has been marginalized over and over.
Change the narrative.
Highest grossing basketball championship.
Expansion predator.
In the CFP championship.
Best basketball league.
Rock solid and thriving. A top level college athletic conference.
This type of BS is what the Big 12 has needed for decades
Especially good because the PAC-12 is basically radio silent at this point. Don’t even have to really fight to own the narrative.