College athletics all business now
While some hoary traditionalists might view rivalry games as the gleeful and irrational cornerstone of college football and fundamental to the uniqueness of the sport, that might just be sentimental tripe. College football is now more about branding and business models and expanding a market.
At least, that's what Texas athletic director Steve Patterson told us Tuesday when asked about the Longhorns facing state rival Texas A&M for a 119th time after a two-year hiatus due to the Aggies ...
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