Conference Expansion? Only If It Makes Cents

Posted on June 7, 2010 by Jacob Bunn

There is a lot of uncertainty about the future of the college football landscape. Trying to get a grip on where every team might end up after it is all said and done can be as difficult as capping an oil slick. One thing is for certain, though, these conferences will make their decisions based on revenue and only revenue. And, the most important source of revenue is each conference’s television contract.

The Big Ten would do well to add Rutgers and/or Missouri, two of the teams that have been rumored to be on Jim Delany’s wish list. Why? Because of the television markets each would place under the conference’s umbrella. Rutgers expands the Big Ten television market to the New York area, and Missouri brings in the Saint Louis and Kansas City markets. By adding Pittsburgh, the Big Ten would enhance its presence in a very populous Pennsylvania market.

Closer to home, the SEC could also stand to gain from the addition of certain television markets. Needless to say, Texas would be a very lucrative addition, but also would North Carolina and/or Virginia. Yes, Virginia. Both of these schools are in the South. Most importantly, they both are located in tremendous television markets. North Carolina would bring in markets from Charlotte and other cities located in the state. Plus, it is a state school, as is Virginia which would bring the densely inhabited beltway into play. Not that it is hurting now, but the SEC could seriously improve its dollar flow by adding these teams.

What the SEC does not need to do is make an expansive move for the mere sake of enlarging. The conference is doing extremely well as it is and cannot afford to rock the boat at this moment of prime success. By adding Clemson or Florida State, the SEC is not significantly enlarging its television market. The conference already has the southern footprint wrapped up; gaining non-state schools within states where members are already located could prove imprudent.

In 1991, the SEC added two members, Arkansas and South Carolina. Granted, because of these additions the SEC was able to move forward with having a football championship game. But has either program significantly added to the prestige of the conference?

The ACC added Florida State in 1991, Miami and Virginia Tech in 2004, and Boston College in 2005. Because of these additions, this conference was projected by some to be at the top of the college football landscape in no time. We are still waiting on that ship to come in.

The point is that sometimes these additions can appear like the new shiny toy on Christmas Day. But after a period of time, it becomes apparent that quantity was the only way in which things truly expanded.

For SEC fans, though, it is a comfortable night's sleep. Mike Slive, the commissioner of the SEC, is an extremely accomplished individual. He knows the gravity and fragility of the situation. Under his leadership, the conference has climbed to the top of the mountain, and he is not eager to see its success reduced. The league which contains the last four football national championships is not in any haste to add to its membership for the simple sake of shaking things up. Other conferences, however, do not have that luxury.

Contact Jacob Bunn at Jacob@bunnsports.com