This move is not only about this generation of fans, even though the immediate television money will be enormous. It’s also about the next generation. How do you explain this move to Washington State fans? Or Oregon State fans? Or Iowa State fans? Or Kansas State fans? You can’t. You hope they still watch and wait for the next generation to grow up.

When college football reaches the inevitable end of this road with 30 to 40 teams left at the highest level, the powers that be won’t want you to hand down your Washington State fandom to your children. They’ll want your kids to latch on to USC or Texas or Alabama, much like the Golden State Warriors or the Kansas City Chiefs have fans all over the world. It’s about brands now, because brands can be sold to anyone.