College Football Is Cannibalizing Itself
In pursuit of money, universities and conferences are uprooting traditional rivalries and regional loyalties.
College-sports traditionalists were appalled last week when the Big Ten athletic conference announced that it will add UCLA and the University of Southern California to its membership in 2024—creating a seismic shift in the college-sports landscape that will generate millions of dollars in revenue for the two California powerhouse programs.
This reorganization is the strongest indicator yet that college sports is cannibalizing itself. In pursuit of greater revenue from broadcast rights, schools and conferences are more and more willing to ignore traditional rivalries,
