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SEC, Big Ten reportedly mulling football ‘challenge’ matchups to boost revenue capabilities
By Paul Harvey
Published:
SEC and Big Ten programs are used to the concept of nonconference “challenges” as it relates to basketball season. However, that challenge style could soon become a feature in football.
According to Matt Hayes, former SDS columnist now with USA TODAY Sports, the 2 powerhouse conferences are discussing a scheduling agreement that could potentially lead to an increase in media rights revenue. It comes on the heels of the two leagues expanding for the 2024 season and the smashing success of a trio of nonconference matchups early in the season.
SEC, Big Ten considering blockbuster scheduling agreement for college football’s new frontier https://t.co/bQQNu99cyS
— USA TODAY (@USATODAY) October 15, 2024
This year, the SEC and Big Ten played 3 matchups early in the season: USC vs. LSU, Wisconsin vs. Alabama and Michigan vs. Texas. Those 3 games were all among the most-watched games in the first month of college football and speak to the lucrative potential of increased head-to-head games.
However, Hayes reports that 3 games a season will not have an impact on the monetary structure of current media rights deals for the two leagues. That distinction has the 2 conferences considering as many as 12-16 regular season nonconference games a year.
Offering double-digit games to be promoted and sold as standalone events would draw unique advertising dollar plus appeal to broadcast partners, per Hayes. “Multiple hurdles” must be cleared in the process but it would be a way to increase revenue for schools with an eye toward revenue-sharing with student-athletes.
Such a move would also be a way to thwart the idea of private equity within college football. Both league commissioners Greg Sankey and Tony Petitti have been vocal about a desire to find inward solutions without the idea of super leagues in the sport.
The structure of conference schedules between the 2 leagues is one of the major considerations in any potential deal. As of now, the SEC plays 8 league games while the Big Ten plays 9 every season.
According to Hayes, the SEC moving to 9 conference games would open up the potential for up to 12 nonconference meetings between the two leagues. However, the Big Ten dropping to just 8 league games could open a window for “as many as 20 or more” nonconference games between the leagues.
Another factor in the process are some of the protected nonconference rivalries in play with 4 schools from the SEC and 3 from the Big Ten that regularly play rivals outside of their league. Maintaining those prominent rivalries, and adding an additional nonconference game from one of the power house leagues, would not seem desirable.
However, the bottom line to any of these items is traditionally the almighty dollar. If the SEC and Big Ten can agree on as structure, and the financial backing to pull it off, it will be a major agreement further shaping the future of college football.
Paul Harvey lives in Atlanta and covers SEC football.
