College Football Renovation: Profit at the Core of Evolving the Pac-10

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College Football Renovation: Profit at the Core of Evolving the Pac-10

If you thought football conferences were impervious to the allure of lucrative TV contracts, you may want to press refresh on your browser and think again.

Once a league defined by 10 teams, five rivalries, and two teams per state—with the exception of California—the Pac-10 has been redesigned by its newly initiated commissioner, Larry Scott.

Scott's vision is abundantly clear: he is willing to sacrifice tradition for profit.

Dollar signs have replaced the commitment to the student-athlete.

Upholding tradition has been replaced by creating a successful, moneymaking image and brand.

On the surface, the changes in the Pac-10 and across college football have been given the euphemism "conference realignment."

That label connotes a sense of foresight and positive change.

But in reality, the "realignment" of conferences is more like the reconfiguration of TV contracts in hopes of generating more money.

Whether or not these changes will benefit the institution of college football is yet to be seen. But what is certain: cash rules everything.

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