Brand Recognition College Athletics Realignment
For years, a seismic shift in conference realignment has always been discussed, debated and analyzed. There have been significant and incremental moves – Texas and Oklahoma to the SEC, UCLA and USC to the Big Ten.
But lately, there has always been talk of the “Big One.” The event in conference realignment alters the landscape of the Power Five and college athletics. The event would signal the long-concluded shift to television networks providing the greatest clout and influence on college athletics.
August 4, 2023, was the Big One.
In a matter of hours, the University of Washington and the University of Oregon bolted to the Big Ten in favor of the league’s stability and riches.
On July 27th, Colorado departed the Pac-12 for the Big 12 on July 27, leaving the league’s remaining teams with few viable options. Arizona, Arizona State and Utah quickly accepted invitations to the Big 12 and its newfound stability.
Unable to secure a viable TV package for its members, the Pac-12 was suddenly on the brink of extinction—leaving programs like Stanford – without a stable home before landing in an unusual fit at the ACC nearly a month later.
But how did things unravel so quickly? And why are networks favoring big-name matchups over access and ease of travel?
Turns out, brand value and audience appeal are worth way more than historic rivalries, upholding tradition, or geographic sensibility.
In 2011, when the SEC opted to add Texas A&M and Missouri, aside from adding a pair of AAU universities, part of the appeal was to expand into markets like St. Louis, and Kansas City and build a presence in Texas.
Now, viewership and national appeal drive the majority of these changes, as having USC play Ohio State, UCLA play Michigan, or Oregon play Penn State adds additional TV inventory that will undoubtedly yield millions of eyes and, thus, millions more dollars for TV networks.
Ironically, Colorado has since become one of the most watched programs in the country as “Coach Prime” Deion Sanders injected a national relevance that made Boulder the epicenter of the college football world in September. Had the expansion conversation begun now, the Buffs may have had even more options, drawing some of the largest viewing audiences in the recent years of college football.
So, how do you and your team stay on top?
Brand relevance plays a pivotal role when college athletics teams consider joining larger conferences. These conferences offer substantial exposure and financial opportunities, making them highly desirable for most schools. A strong bran can attract attention and viewership, which are essential for the success of collegiate sports programs. This exposure can then also boost university admissions, as an expansive reach and strong brand presence can positively influence reputation.
Consequently, universities often invest in building and maintaining their athletic brand to secure coveted spots in these conferences, recognizing that the association with prestigious and lucrative conferences can significantly impact their program’s long-term success and financial stability.
By recognizing the significant impact athletics brands have on reputation, and therefore conference selection, universities can stay ahead of the competition and remain on top in this ever-evolving environment. In the end, college athletics like football emerge victorious, and the era of brand relevance in college athletics has never been more pronounced.