As long as someone will agree to pay extra money for the media rights, Sankey and the SEC will continue to add football brands in the contiguous conference footprint. Sankey is trying to build his own version of the EPL; his end game is to be the commissioner of the only league that really matters in college football outside the context of the CFP. Sankey's goal is to build a college football version of the EPL, where every team is a giant brand and every game is between two giant brands. FSU and Clemson are both giant brands in the contiguous conference footprint. And, he's basically 90% of the way there already. If/when he accomplishes this, everyone will start to perceive the Big 10 like they currently perceive LaLiga, League 1, Serie A, or the Bundesliga - there are only 2-3 big brands in those giant leagues, and none of the fans of those 2-3 giant brands really care at all about league play; all they care about is playing and winning in the European Championship. This, in turn, hurts the overall league brand. Another thing to consider is that the CFP format will change in 2026. Who knows what will happen, but I would wage the format will expand to 16 or more teams, and that field will either be made up of a set majority of SEC and Big 10 autobids, or otherwise a majority at-large bids based on the "best available team" eyeball test. At that juncture, they likely won't even be staging conference championship games anymore, and Sankey and the SEC will look to ensure during format negotiations that it's a given that a third or more of any given CFP field will be made up of SEC teams, all the while backed by Disney, who owns the exclusive media rights to both the SEC and the CFP.