In a shocking turn of events, the landscape of college sports shifted dramatically as the Big Ten made a bold move to expand its roster to 18 schools, while the once-mighty Pac-12 Conference found itself bereft with only four teams remaining.
The Pac-12’s troubles began last summer when the University of Southern California and U.C.L.A. made the leap to the Big Ten, leaving the conference in a state of uncertainty. The Pac-12’s commissioner, George Kliavkoff, remained optimistic and assured fans that a new media rights deal was on the horizon, promising a bright future for the conference.
However, just days after Colorado joined the Big 12, the Pac-12’s foundation began to crumble. Oregon and Washington, unsatisfied with a proposed television contract they deemed inadequate, decided to make the leap to the Big Ten. Later, Arizona followed suit, taking Arizona State and Utah with them, leaving the Pac-12 with only Stanford, California, Washington State, Oregon State, and their rich history.
The Big Ten’s decision to expand was driven by the allure of TV money, which has become the lifeblood of college sports. Schools like Ohio State and Michigan from the Big Ten and Georgia and Louisiana State from the Southeastern Conference rake in immense revenues solely from football television rights. However, this financial windfall is primarily reinvested into football infrastructure and amenities, while athletes in non-revenue sports face challenges with coast-to-coast travel due to conference realignment.
The Pac-12’s demise can be traced back to a decade ago when then-commissioner Larry Scott secured a multi-billion dollar media deal. However, his decision to launch the Pac-12 Network without major partners like ESPN or Fox backfired, resulting in lower viewership and revenue compared to other conference networks. Kliavkoff’s efforts to secure a new media rights deal faced setbacks, and negotiations with potential partners Amazon and Apple proved unsuccessful, ultimately leading to the conference’s collapse.
While the Pac-12’s future remains uncertain, the Big Ten’s bold expansion has solidified its status as a dominant force in college sports. With the Pac-12’s legacy now hanging in the balance, college sports enthusiasts are left wondering how this significant shift will shape the future of the sport.
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