I do know a little bit about sports branding having negotiated millions of dollars with some of the best known sports people/organizations on the planet. Back to the original point, he said it was more about the value of the brand of the school across all sports. If that is the case Stanford would be the most valued entity out there. No University has accomplished more than Stanford at the Athletic level. However, they are not going to make the most money. My point is that it's more about TV viewership for Football, the money maker. I love that Stanford is awesome in Golf and Academics, but that doesn't create TV money like Alabama or Ohio State do with football playoff teams. PS Now he is clarifying it's about branding for the Conference and not the team. In which I say branding of having the most successful football teams. However, the whole SEC is not winning National Championships, they have about 4 teams that do that, but because they have so many rivalry games too, they pull good ratings for Ole Miss and Mississippi State.