Primary File Info
The Big Ten Heads East
Michael A. McCollough, John J. Lawrence
January 1, 2015
Strategy & General Management, Marketing & Sales
Cooperative Alliance, Branding, Segmentation Strategies, Segmentation, marketing
Business Case Journal
This case focuses on the Big Ten athletic conference’s fall 2012 decision to add Rutgers and the University of Maryland to the conference. When the expansion was announced, it was largely panned by sportswriters, fans, and pundits. The case describes the recent history of the conference, the decision and motivations to add Rutgers and Maryland, and the reactions to the move. The case also describes the Big Ten’s TV deals with major networks and through its Big Ten Network, and the possible financial implications that the two new schools could provide. The case concludes by asking students whether the Big Ten should move quickly toward a 16 team super-conference structure that many believe is likely in the near future. This combination descriptive/decision case provides an excellent opportunity to discuss cooperative strategies, branding, and market segmentation issues in a nontraditional and fun context to which many undergraduate students will readily relate.