against any opponent. This works for ESPN. If you have a Strong Brand team and match it with a New Mexico or a Fresno State, it is the strong brand team that carries the interest in the game and thus viewers. If you have a strong brand team matched up against BYU than you have both teams carrying the interest in viewing. So ESPN can aid in brokering some of the game deals because they have BYU in their portfolio. Many of these Marquise games are brokered by ESPN. So while you can argue dollars on the table, you cannot argue the value.