Article on why the B1G may be the best positioned conference going forward (basic thesis: B1G schools have more money to throw around - due to media deal, huge fan bases, and rich alums due to the quality of the schools - then any other conference, and that will allow them to mitigate the SEC's geographic advantage in terms of talent by offering more money.)
https://www.cbssports.com/college-f...-shifting-power-dynamics-from-south-to-north/
Jim Harbaugh strongly believed that if and when it became legal to pay college football players, Michigan would benefit.
Knowing the significant wealth emotionally invested in seeing Michigan football succeed, the then-Michigan head coach believed the Wolverines would have an advantage over the SEC schools he loved to poke at over the years,
"He reasoned it could only benefit Michigan if it became legal to share some of the spoils with the athletes," said Todd Anson, long a Harbaugh consigliere and a Central Michigan University trustee. "That was the impetus for him asking me to form a collective, which I did.
There may not be banners for generating the most revenue but
in this current era of college football, financial resources are paramount and no one has more of them than the Big Ten.
"We're now moving in an era of deregulation and House settlement where your ability to perform and compete at the highest level is largely predicated on resources," Oregon athletic director Rob Mullens told CBS Sports. "We're all doing everything we can to identify additional resources and when you're in a league that has an outstanding media rights deal with incredible distribution and you can play – I think we played seven straight weeks on network TV and had outstanding ratings.
The population boom gave southern schools a recruiting advantage as Georgia, Florida, Louisiana and Texas annually produced a considerable amount of high-level talent.
Those recruiting advantages haven't gone away but this era has offered the cold-state schools up north an opportunity to minimize them with cold, hard cash.
Pay-for-play is technically against the NCAA rules but they have not been enforced for nearly a year since Judge Clifton Corker granted a preliminary injunction against the NCAA saying it likely violated federal antitrust law and that athletes prevented from knowing potential compensation before choosing a school would be hurt.
It has allowed for programs willing to aggressively spend to capitalize on the opportunity.
It has also exposed an interesting wrinkle: In a pure money battle, the Big Ten is better positioned than the SEC and other conferences.
A super booster like Ellison or Nike co-founder and Oregon alumnus Phil Knight, the world's 52nd richest man with a net worth of $33 billion, is a massive advantage in this current unregulated recruiting world.
Meanwhile, the state of Alabama, which has dominated the sport in many ways, doesn't have anyone on the Forbes 400 list.
When compared to the SEC, the Big Ten dominated the 2025 US News Best National University Rankings, with 16 of its 18 schools placing in the top 100, while the SEC had five.
Seven of the top 10 schools with the most living alumni are in the Big Ten including Ohio State (No. 8).
Through expansion, the Big Ten has cornered big markets like Los Angeles (USC and UCLA), New York (Rutgers), Washington, D.C. (Maryland) and Seattle (Washington). Those big markets plus the long-standing ones like Chicago, Detroit and Minneapolis
give Big Ten schools fertile financial grounds to solicit donations, NIL deals and partnerships.
Of course, having the money is only half the battle. Those wealthy alums have to feel compelled to spend money on their alma mater's sports teams.
That last part has always been an area SEC schools have excelled in. In college towns like Tuscaloosa, Oxford and College Station, nothing is more important than the local football team. Fans build their social calendars around it – no fall weddings is a common refrain – while gameday visitors juice the local economy. As cliche as the SEC's slogan may be, it rings true: "It Just Means More."
That passion will be critical moving forward in a House settlement world where ticket revenue, jersey sales, donations and other financial contributions will pay for the annual $20.5 million revenue share payment with that number going up each year moving forward.
Legal battles aside, the Big Ten is well-positioned to succeed in this version of college football. It will be difficult, if not downright impossible, for any conference to go on the run the SEC did over the last two decades with the way NIL and the transfer portal has dispersed talent around the country. There will be plenty of back-and-forths in the years to come on whether the Big Ten or the SEC is college football's best conference.
But on Monday night in Atlanta, the Big Ten has a chance to cap an incredible season with its second consecutive national championship. It could be just the start of a new world where the defining slogan could be "It Just Means More Money."