The commencement of the college football season is only a few weeks away. Yet, fans are already witnessing the emergence of a significant showdown in 2023. This clash pits the long-term interests of schools and conferences against their insatiable greed. The controversy arises when a major football power switches conferences, disrupting existing rivalries in favor of new opponents that fans are less familiar with. However, recent conference changes have caused an unprecedented disruption in the college football landscape. Despite the widespread complaints that endorsement deals harm the amateur nature of the sport, it is conference realignments driven by greed that are tearing college football apart.
Currently, the biggest issue is the gutting of the Pac-12 due to a scramble across the NCAA Division I Football Bowl Subdivision for broadcast revenue. The renowned West Coast league has failed to attract a major-network television deal, and as a result, marquee teams are abandoning the Pac-12 in search of bigger fortunes elsewhere. The Big Ten is reportedly considering adding Oregon and Washington to its conference, following its acquisition of the University of Southern California and UCLA last year. While Colorado may not possess the same national prominence as the two legendary California universities, its decision to return to the Big 12 after more than a decade in the Pac-12 is another blow to the latter.
The reason behind these moves is that each member of a conference receives a share of its guaranteed television revenues. The bigger the deal, the bigger the share for each school. Currently, the Big Ten and the Southeastern Conference (SEC) have the most lucrative television deals in college football. Disney, the owner of ESPN, successfully acquired all of the SEC’s media rights in 2020 through a 10-year, $3 billion deal that begins in 2024. This agreement will pay the SEC approximately $300 million annually, a significant increase from the $55 million it was receiving from CBS. With the inclusion of Texas and Oklahoma in 2024, the SEC appears to be on a path to long-term success. The Big Ten also secured a seven-year, $7 billion media rights agreement with Fox, CBS, and NBC last year, further solidifying its position.
It’s difficult not to sympathize with college football fans as this conference realignment resembles a version of Game of Thrones. Traditions, history, and rivalries are what make college football so appealing. Unfortunately, as schools and conferences prioritize financial gain, these aspects become disregarded. The Big Ten and the SEC have naturally emerged as the most attractive destinations for college football, leading schools to abandon conference solidarity and tradition for more lucrative opportunities. The Pac-12 is not the only conference facing this grim reality, as Sports Illustrated reports that at least half the schools in the Atlantic Coast Conference (ACC) are considering leaving as well.
Schools outside the ACC are receiving tens of millions of dollars more each year to invest in facilities, retain coaches, and maximize the earning potential of their recruited athletes. This puts schools like Florida State University in a difficult and potentially existential crisis. The imperative to consider players’ needs is new for colleges and conferences. Previously, college athletes could only be compensated with scholarships, and their unpaid labor fueled a highly profitable business. However, the recent allowance for college athletes to profit from their name, image, and likeness creates new considerations for athletes when deciding which school to join. Factors such as endorsement deals and social media exposure now play a role in their decision-making process. This shift disrupts the old ideal of student athletes and causes unease among college football traditionalists.
While some coaches, like Clemson University’s Dabo Swinney, speak out against anything that devalues education, their stance seems hypocritical considering the lavish contracts they themselves sign. Clemson, a long-standing member of the ACC, is reportedly considering leaving for financial gain. The ability of athletes to monetize their likeness is a secondary issue. The primary problem lies in the immense value of broadcast deals in the top conferences, which pushes colleges to seek their share.
The Washington State University coach, Jake Dickert, expresses disbelief at the current state of affairs. The Pac-12, in particular, finds itself in an unthinkable position, putting local rivalries at risk. For years, college football power brokers made excuses as to why a fair system for players was impossible. Now, the hypocrisy of colleges is fully exposed. Athletes sought equity and fair market value, which they are finally able to obtain. Colleges, driven by money, have been exposed all along.
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