As much as I love basketball, football in Utah is by far the most important thing and with the terrible record the last 15 years against the U, it really has hurt casual fandom for BYU. My 16 year old son, up until he was about 12, was a huge brainwashed cougar fan--in the midst of almost ALL of his friends being U fans. But he is now neither a fan of either. My brainwashing has worked for him not being a U fan, but his lack on enthusiasm for BYU's football team record (especially against the U) has caused him to be very uninterested. Right or wrong, winning is what makes a lot of people enthusiastic fans. Look at the Jazz. Both of my teenage kids have had absolutely no interest in the Jazz because, up until the last few years, in their life they have been mediocre. This year they've actually watched a few games and are finally paying attention to them.