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How USF Lost (and UCF Won) the Conference Realignment War on I-4
Though conference realignment is usually a complicated process involving everything from population and politics to doctoral degrees and bowl wins, there’s a simple explanation why UCF was promoted and USF wasn’t. It’s not academics. Both are top-tier research universities. It’s not all-around athletics. Both have comparable success in non-revenue sports. It’s not enrollment, market size or location. Both are massive schools in top-20 TV markets in one of the nation’s four biggest recruiting states. It’s football. Then-Big 12 commissioner Bob Bowlsby admitted as much in September 2021 when he said his league wanted schools “we felt would move the needle for us in football first.” Bill Sutton noticed other, everyday changes as the associate director of UCF’s sports management program. He rarely, if ever, saw Knights gear around campus before the stadium, then saw the number of UCF shirts and hats balloon. “It was like an unbelievable transformation,” said Sutton, who later directed USF’s Vinik Sport and Entertainment Management Program and led two Bulls athletic director searches. “I had never seen anything like it.” The fan base swelled. UCF football’s combined following on Facebook, Twitter, Instagram and TikTok exceeds 504,000. That’s almost double USF’s following (256,000) and larger than at least three Big 12 incumbents (Baylor, Kansas and Iowa State). Twenty-six UCF games have drawn at least 1 million TV viewers since 2018, according to the website Sports Media Watch. Half topped 2 million. USF has had only seven games hit the 1 million mark with none over 2 million. That matters. One of the reasons UCF appealed to the Big 12 was its “region that is rich in fans,” Texas Tech president Lawrence Schovanec (a former Big 12 board chairperson) said in 2021. Those fans have been energized, in part, by 16 years of on-campus football — 16 more years than the Bulls have.
Tampa Bay Times