What Happened To The SEC? 

College football could soon consist of two mega-conferences. Trends indicate that the SEC and the Big Ten will be the primary stakeholders in a multi-billion-dollar enterprise that will monopolize television and streaming markets. Traditionalists likely don’t approve of the expansions and derivatives from recent growth or future speculations. But, the bean counters do approve, and that’s all that matters. It ($) just means more. 

In its most recent power grab, the SEC gobbled up Texas and Oklahoma from the now lesser important Big 12. The Sooners and Longhorns cemented the “Means More” league into the nation’s premier collegiate conglomeration of recognizable and financially profitable logos. The monetary impact for all involved parties was too much not to do so. Kentucky learned on Wednesday that the Wildcats will travel to Austin to take on the Horns in 2024. 

The Big Ten was then forced to match the SEC’s move by going as far west as possible and consuming two of the Pac 12’s most valued entities, USC and UCLA. Nothing screams Midwestern football quite like a 9:00 AM kickoff against Rutgers with a tailgating menu consisting of sushi and wine spritzers, right? Anyway, the SEC and Big Ten flexed their collective muscles into what could be the first step in a two-horse race and independence from the outdated and out-of-touch NCAA.

Traditionalist vs. Progress vs. Student-Athlete Experience

I’m a traditionalist in many football ways, but not when it comes to conference expansion. I see and understand the financial gains that the University of Kentucky and other programs will experience by adding teams to the mix. The money pie expands which means that the college experience for student-athletes will also improve. I really like that. Additionally, I think it’s awesome that the Wildcats of today will play true conference road games in Austin and College Station Texas, and in Norman, Oklahoma. That was unfathomable some two or three decades ago. Change is fun. Change is scary. 

If you’re a basketball-first type of fan, you may want to skip this paragraph. Business decisions on the future of collegiate athletics are made solely on football. This is applicable across the college athletics landscape, not just the SEC. With that comes money for non-revenue sports which is another aspect in which I strongly approve. The student-athletes will benefit from expansion funds, and so will facilities and opportunities after sport. 

For starters, I’d love to see the idiotic scholarship restrictions be lifted from baseball and softball in particular. Both sports are vastly popular and should be rewarded with a full scope of scholarships. 

Back to the subject at hand, SEC football expansion.

South Carolina and Arkansas

The SEC wanted to grow. Arkansas and South Carolina were logical additions. Both reside within the southeastern portion of the United States and brought a new measurable that would dictate value in the future; television viewers. Both states did not have an SEC team within their borders which brought new weekly eyes to the tube which meant more advertising money from the networks. The league got richer, and shared its wealth with member schools. This is when the facility wars initiated. 

For what it’s worth, I’m still getting used to the Gamecocks and Hogs being in the SEC. Yes, I’m old. At the time of the first expansion, Arkansas was a national basketball powerhouse that happened to be a traditionally strong football brand. South Carolina was, well, there was George Rogers. Both have gone on to be tremendous additions across multiple sports. 

Texas A&M and Missouri

See above for the television explanation and you’ll see why Texas A&M made a bunch of sense. Missouri, well, I still can’t explain that one other than the Tigers were necessary for an equal addition in both divisions. But, the new members came on board and the Tigers actually came out of the gate strong by winning the East on the gridiron. This came as a surprise and threw the powers that be into a frenzy to play catchup with the new kids on the block. 

But, A&M was the real prize regardless of on-field success or lack thereof. The state of Texas is enormous, and rich, and expansion into Lone Star land meant money, big money. 

The Aggies broke away from the Big 12 and their heated rivals Texas in the move. This was a massive shift in collegiate athletics. A&M guaranteed they’d get their paws into SEC cash and the uniqueness of playing in America’s best conference without the hassle of dealing with the Longhorns. That didn’t last too long.

Texas and Oklahoma

The news that UT and OU would soon join the conference began to circulate at SEC Media Days. Nick Roush and I were typing away about UT, meaning the University of Tennessee, when a new UT (University of Texas) was gaining momentum into joining the party. The Pro J’s, or professional journalists, simultaneously leaped into action and sprinted to the lobby in order to work the phones. They were tirelessly working to outdo each other in sourcing the impending headline. It was actually fun to watch. Behind the scenes, people-watching at Media Days has turned into a sport that I greatly enjoy. 

I kind of felt bad for Texas A&M. After all these years, I’ve actually almost accepted them being an SEC member. The Aggies are some of the nicest hosts in the nation. A&M took the leap of faith to leave the Big 12 in order to escape Texas and the drama that the Longhorns bring to the table only to be forced to reconnect a few years later. 

Now, the Longhorns and Aggies will battle for the same players from the same state to compete in the same league. Oh by the way, Oklahoma, not Texas, has been the power in the Big 12 and brings on a whole other level of dynamics to the equation. The Sooners almost feel like an afterthought to Texas when OU should be the more valued addition, especially on the football field.

What Now?

Is 16 enough? I don’t think so. The SEC could expand again which would force the Big Ten to do the same. The two biggest kids on the block are destined to eventually fight. The two are reminiscent of the USA vs. USSR during the Cold War era. Each move led to the other matching or one-upping the other. 

The ACC, Big 12, and Pac-12 could be in their last days of importance. The departures of Texas and Oklahoma to the SEC and USC and UCLA to the Big Ten could prove to be unsurmountable losses. The leagues will add teams, but the ROI or “Return on Investment” will lessen with substitutes for the powerhouses. This is not just my opinion and is backed up by the dollar. The “Other 3” conferences of the old Power-5 consist of programs that the “Big 2” can choose from in order to grow even stronger. Media revenue will reflect such a happening. 

As of today, the SEC is still the best football conference in America. I don’t think that point can be argued.  Notre Dame is the one program that could swing the marketing pendulum in favor of the Big Ten if the Irish made that particular jump. Note, I said marketing. But football-wise, the SEC will remain Kings no matter what the Irish do in the future.

What’s Next?

Most talking heads point to Clemson and Florida State as the likely SEC acquisitions from the ACC if and when additional expansion takes place. Both are considered football schools and make the most on-field sense. The South Carolina Gamecocks and the Florida Gators would be in the same position as Texas A&M with the additions of instate rivals to the conference. But, I think North Carolina may actually be the true prize of the bunch. UNC is ok football-wise and the brand is enormous. 

Coaching Challenges and Recruiting

There are multiple articles on KSR that better explain the benefits or downfalls of an eight vs. nine-game conference schedule. I won’t rehash that information. But, eventually, the SEC will morph into an NFL model of competition and schedule. Coaches will be evaluated differently. They just will. 

Mark Stoops has achieved what many said couldn’t be done at Kentucky. A pair of ten-win seasons and a string of bowl victories accompany Stoops who is now the program’s all-time wins leader. But, with additional games against Texas and Oklahoma and God only knows who else, wins are going to be harder for all coaches to come by. Win/loss records could be greatly influenced by expansion, there’s no way around it. 

Recruiting will also be ratcheted up a notch or two hundred if that’s even possible in the ever-competitive SEC. With wins becoming more difficult to achieve, recruiting battles will be even more heated and will encompass the ever-changing world of Name, Image, and Likeness. I hope I’m wrong, but prospect decisions could simply come down to whichever program has the most well-heeled collective. I could be wrong, but it’s certainly trending that way. 

What Does All This Mean?

NIL and the transfer portal hit all at once. This brought on a storm of change that’s still evolving. Now, throw in yet another edition of conference expansion, and I think we are in the beginnings of a whole new world of collegiate athletics. The Cats get a taste in 2024 with a trip to Austin to take on the Texas Longhorns. That’s odd to type and even more strange to imagine the game will take place. 

The SEC and Big Ten could add even more teams which could lead to the duo to break apart from the NCAA in order to provide their own set of rules and regulations. Who knows what’s next. The unknown is exciting and a little bit scary. One thing will remain certain. College football is the best of all sports. 

Football nation.