Bruce Feldman explains how USC, UCLA decision to leave Pac-12 occurred

Bruce Feldman was all over the decision by USC and UCLA to spurn the Pac-12 for the Big Ten last week, and now he’s explaining their motives in great detail.

During an appearance on The Rich Eisen Show, Feldman enlightened the public as to how the decision for the conferences’ biggest brands decided to move on from the Pac-12.

“I think really what you’re seeing, in a big picture sense, is two conferences, the SEC and the Big Ten, because they have the biggest TV power, have really pushed the rest of college football aside,” started Feldman. “And now, it’s like basically for whoever is out there, you’re trying to say, ‘You know what, my conference probably isn’t viable anymore. So, I better jump in now, or else I’ll regret that I didn’t.

“In the case of USC, you had a lot of leverage. Because obviously with USC and UCLA, to me what I think needs to be underscored here is that’s not enough — people can talk about well okay, the Big Ten has the New York media market because Rutgers is there. I mean, you and I both grew up in that area, it’s not Jets and Giants appeal there. But USC and UCLA, especially USC, people out here are all about it. So, I think that is different. You’re bringing this big TV market into the Big Ten. You’re also bringing iconic brands. I mean, when I show you the USC helmet, UCLA uniforms, people recognize them.”

Interestingly enough, Feldman believes the Rose Bowl played a huge role in this discussion, as the games between some of the best in the Pac-12 and the Big Ten fostered a relationship between the schools.

“I know those programs have not been ultra successful the last five years, or even that successful the last five years. But still, in terms of what they command and you do have a bunch of connections here because, you know it’s ironic because I think the Rose Bowl is the subplot to this,” stated Feldman. “What happens to it. But because of the Rose Bowl, so many matchups between UCLA and USC against their Big Ten heavyweight counterparts, I think there is a lot of connection, and it feels similar.

“Just like you know, much more so than it would if you say hey, USC is going to join the SEC. Now, they’re going to play Mississippi State and Auburn. I mean yeah, those schools played, but it just doesn’t have the same kind of connection, where I feel like these are a little more likeminded.”

Feldman: ‘It’s going to make a lot of sense because it’s going to make a lot of money’

Continuing, Feldman told Eisen that adding the Los Angeles television market was simply too good to pass up for the Big Ten, who can now own an entire day of college football.

“With the TV deal coming up, this makes it that much sweeter,” added Feldman. “You’re taking these two schools, this huge market. The other thing it also does is if you’re standing with the Big Ten on this, is it expands their day out in terms of you could basically have wall to wall from the time the first game kicks off. I don’t think you’ll see Big Ten after dark the way you’ve seen it like what’s going on at 2 AM back East, but I think you will see games all of a sudden, it’s a lot more manageable.

“Just from conversations I’ve have in the past with Chip Kelly, the head coach of UCLA. He was actually, when this was discussed two years ago, he was open to hey, I’ll play 9 a.m. kickoff games. He didn’t have any qualms about his team have to do that. So, I think there’s a lot of, it’s going to make a lot of sense because it’s going to make a lot of money.”

Additionally, the FOX analyst pointed out the huge discrepancy between USC and UCLA and other smaller brands, like Vanderbilt and Purdue, as far as what other schools were making from their television deals and revenue sharing. Evidently, the two programs had to make the move that was right for themselves.

“I think the things to kind of recognize most on this is if USC did not leave, they were going to make a third maybe, a half of what Purdue was going to make. Or what Vanderbilt was going to make from their TV deals, and what they were going to have revenue wise moving forward. UCLA has been in a real hole financially. This can solve a lot of those issues,” added Feldman. “Now, there’s going to be some logistical challenges no doubt, from a travel standpoint. Especially with the other non-revenue sports. But we’re talking about so much cash coming in here, and where it’s going.

“Especially with, even if USC and UCLA stayed in the Pac-12, the Pac-12 was going to be hit so hard because they’re going to be left behind even further by this new Big Ten TV deal that I think it’s just going to be a real uphill climb if you’re not part of these two leagues, being the Big Ten or the SEC.”