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Jim Mora off to grand start

UCLA coach downplayed rivalry with USC, but the result sends a message

Updated: November 17, 2012, 11:49 PM ET
By Arash Markazi | ESPNLosAngeles.com

PASADENA, Calif. -- The ad hung like a dark cloud over the UCLA football program for the past four years and like low-hanging fruit for USC fans that continued to mock it every chance they got.

"The football monopoly in Los Angeles is officially over."

UCLA's marketing department ran the sentence in bold letters over a picture of Rick Neuheisel in every local newspaper before Neuheisel ever coached a game at UCLA. It would come to define his failed tenure at the school and the shortcomings ...

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