The biggest brands within those conferences hold ALL the cards I read somewhere recently that the OSU-Michigan game alone is worth $200M - approx 15-20% of the entire value of the B10 media contract The real winners in today's ecosystem are not OSU, Michigan, Texas, or Alabama. The real winners are the Minnesotas, Mississippi States, and Rutgers who are cashing fat checks way, way above what their true market value is. And I think the party is about to be over for them. In the next round of TV negotiations I imagine they'll all get relegated to ACC/Big 12 level payouts as the fat cats insist on unequal revenue distribution. At that point, does it make sense to keep the current conference alignment structure intact, or do you realign everything geographically to lower costs and prioritize regional rivalries? Minnesota can justify sending their Olympic sports to Piscataway and Eugene when they're cashing a check twice the size of Virginia Tech's...but what about when that check is for roughly the same amount?