I don't know what all the hub-bub about this is. As near as I can tell from reading articles, the entire "deal" is nothing more than naming rights. It will be the "Allstate 12" conference. For whatever they pay the leagues 16 teams, yep that makes even less sense, that money is divided between the teams to continually have the conference name be their company name. Just like a stadium being named for a sponsoring company, nothing more. There is no stock purchase of going public or any of that, just a cost associated with naming the conference your company's name. It's a brand awareness thing.
Globe Life Insurance is looking at Conference USA in a similar move.
The B1G "could/would" no longer be named that but could be something like the General Mills 20 or the Schwab 18 or whatever you company or number you want.
Personally I think it is dumb, just more commercializing of the league instead of the individual team but I understand why, to get more revenue in the coffers for NIL and to pay the bill for past student/athletes named in the law suit. In short, college teams, players, stadiums and now leagues are selling their naming and sponsor rights to the highest bidder.
Here in Salina KS we have a convention center that was sold the naming rights to Tony's Pizza so now every mention of an event in Salina is held at the Tony's Pizza Convention Center and there was an upfront payment and I believe more each year. The talk about valuations of teams and all that is not what this is about, it is just a way to get your name out there.