Urban Meyer assesses the fallout of conference realignment: 'It's unsustainable right now'
The latest round of conference realignment shook the college athletics landscape more than any other recent moves. As the Big Ten moves to 18 teams and the Big 12 moves to 16 in 2024, the Pac-12 — well, what’s left of it, at least — is left to figure out what’s next.
Television was at the center of the changes, as On3’s Eric Prisbell reported. The price of media rights deals continues to skyrocket as the Big Ten and SEC prepare for massive deals to kick in. To national championship-winning coach Urban Meyer, the fallout could be drastic.
Meyer assessed the aftermath of the latest shakeup on Urban’s Take with Lettermen Row’s Tim May. A former head coach at Utah — which is Big 12-bound in 2024 — he’s now a TV analyst with FOX. That gives him an interesting look at TV’s role in everything, and it’s a big reason why he’s not sure what the big picture will look like.
“The TV world has changed, and I’m involved with that now. I sit in those meetings,” Meyer said. “This is a strenuous time for television. People don’t watch television anymore. Now, it’s all on their iPhones, iPads, streaming. I heard a comment at some seminar I was at, the television advertisement dollar for live events has never been greater. As a result, there’s a lot of money. But then also, you have to look at the university side. It’s never been more expensive to support athletic programs.
“I was talking to a couple administrators that I won’t share their names, but I’m very close with, and it’s unsustainable right now.”
Urban Meyer: College athletics is ‘a money-driven world right now’
The Big Ten’s media deal with FOX, CBS and NBC is reportedly worth $7 billion over the next seven years. The SEC’s agreement with ABC and ESPN is worth roughly $3 billion, and the Big 12’s reworked media deal is for $2.28 billion starting in 2025.
Meyer said that shows just how much the college sports scene has changed. It’s something he witnessed during his career. Dollar signs are becoming more and more important. Media deals are a big part of that, but it also means costs are rising for athletic departments.
Considering his two daughters played college volleyball, Meyer said he hopes everything works out for the athletes.
“The Pac-12 was already the biggest, strongest conference when I was growing up. Heisman Trophy winners, national champions, Hall of Fame coaches, NFL players everywhere, great rivalries, great stadiums,” Meyer said. “To think this is where we’re at — the reality is this, Tim. I was part of it when the whole world changed. And the whole world changed from a premium placed on education and scholarships and team first — and I don’t want to be that old guy that says ‘Way back when,’ because it’s still great. Everything’s wonderful. Attendances will be great, the viewership will be great. … The reality is that to perform at a high level, giving athletes and coaches everything they need, I’m don’t know if it’s sustainable, Tim.
“And I hate to say that because my daughter is playing college volleyball. The greatest part of their life and our life is watching them perform and compete. I had two girls play college sports, and I just hope that doesn’t go away. I don’t know the future. No one does. The administrations don’t, TV doesn’t understand the future. But the reality is this is a money-driven world right now. It’s not all bad. Obviously, there’s greatness to it. But there’s going to be some fallout from this in the next few years. I hope it stays positive for the student-athlete.”