The Big Ten – Legends and Losers

2010 was a landmark year for football in the Big Ten. Not only did the Big Ten seduce the big red corn machine Nebraska to join the conference, but also decided to add a new look complete with gimmicky conference names. The abrupt and premature monikers for the conference were “Legends” and “Leaders.” The names were universally panned by fans and critics alike. Recent polls that came out after the fact told the story: 90% Disapproval.

Now I don’t claim to be a marketing guru, but shouldn’t some research have been done prior to boldly claiming what the conference names are going to be? Too late, and the only damage control to be done is to stick your tail between your legs, admit the mistake and do it over. In this case, that is what Big Ten commissioner Jim Delany is planning on doing.




Perhaps Jim should also look into firing the marketing firm that came up with the new Big Ten logo as well. It says “Big Ten” in the colors of white and sky blue. Wow. I’m sure some serious creativity was afoot in those offices. I’m sure the millions spent on the marketing firm went to good use as some intern spent 30 seconds whipping that bad boy up.

Creative and marketing blunders aside, the Big Ten can still boast a superior product on the field, right? I mean having eight out of 11 teams make bowl games this season is an amazing feat, isn’t it? Not when only one out of the top five Big Ten teams wins. The Ohio State University saved what would have been a colossal conference flopfest as it won its game vs. Arkansas.




Wisconsin, who bullied and badgered its way to the top of the conference and a Rose Bowl berth caved in when punched in the mouth by TCU. Michigan lost by 38 points to a Mississippi State team that barely scored 38 points all season. And a one-loss Michigan State team took it in the shorts and lost by 42 points to Alabama (that’s six touchdowns, folks).

The Big Ten went OH for FIVE on New Year’s Day and the left the league’s reputation in tatters again, even after last year’s strong showing. No amount of marketing is going to fix this, other than “just win, baby.”

The Big Ten needs to step up its efforts carefully in establishing a new image this next season. Not only in marketing its brand, but in how the teams handle the opposition in Bowl games. Because at the end of the day, the bowls are what you are playing for.