SicEm happened to be (one of) the outlets that broadcast this info, but didn't have anything to do with creating it. Makes as much sense as to say Fox or CNN is the source for COVID stats (rather than the CDC or state databases or whatever)

On history, I'm not sure. It doesn't look like the Big12 commissioned or requested that he make this presentation (or they certainly wouldn't let it be shared, and it wouldn't have nearly as much on non-starter relegation plans), so my guess is that he made it on his own to try to showcase his product in an area that had a lot of interest at the time.

If you look at it, most of his data is just putting already existing numbers from other studies onto charts in different ways. As a statistical guy, the more I look at this, the less impressed I am with it. It's solid, don't get me wrong, but it lacks the much deeper insight I would expect from a paid product with inside connections and info