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I'll also add, the B10 isn't just competing with the SEC. They also are competing with the NFL who would love nothing more to see CFB fandoms killed off and then start playing Saturday games like the Patriots vs 49ers and outdraw the CFB game of the week which then would reduce the value of college TV deals.

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I agree, but tell me how likely it is that a game involving the 2024 version of the Cal Bears will keep B1G fans plastered to their seat?

Check the ratings of Nebraska/Rutgers games in the NYC media market and multiply by 0.75 to find out...

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Some of this is also just about having more inventory. More games that can be shown later in the Pacific Time zone under the B1G banner. That's the incentive to having more West Coast teams. And if the B1G wants West Coast teams that also fit with their overall brand (strong academic schools and flagship state universities to boot), well, the pickings get pretty slim once you go past Cal.

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