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Pac-10 exapnsion and media talk: Everyone else is doing it so why can't we?


Any sign that the Pac-10 is finally deciding to enter the 21st century is something to take note of. The conference has hired the powerful Hollywood firm Creative Artists Agency (CAA) for consulting in several areas, including expansion and media rights. CAA was given the nod to help rebrand the conference as what Pac-10 commissioner Larry Scott calls "a modern collegiate conference." This could lead up to the Pac-1o starting its own network.
That may seem a harder task than it looks. The Pac-10 has been very much as a conference more concerned with tradition than with progress. But as its joined-at-the-hip traditional Rose Bowl opponent, the Big 10, has taken the first steps in entering the 21st century expansion and the Big 10 Network, the Pac-10 obviously sees the need to keep up.
CAA got the nod for its ties with Hollywood. It's expected that the agency will be bringing out some of the media celebrities it represents to Pac-10 events, which ranges from Oprah Winfrey and Steven Spielberg, to Miley Cyrus and Will Ferrell. Imagine a theoretical Pac-10 football championship with Miley Cyrus performing at the halftime show. One word: ratings.
Of course the bigger idea is for CAA to help out with conference expansion and to handle a new media rights deal. With the Big 10 Network and the SEC's deals with ESPN and CBS as examples of what the Pac-10 needs to do to keep up, this will be a major focus for the conference. A Pac-10 network is a huge possibility and CAA is working on a business plan for such an undertaking.
Of course the possible expansion of the Pac-10 is the thing that most sports fans and media pundits would be paying to. CAA was brought in to help point out which markets the Pac-10 should look to and which schools make the best candidates for membership. Not that the Pac-10 probably doesn't probably already know there to look (the Rocky Mountain region. Utah and Colorado to be exact). But CAA will be able to provide the best strategy to lure schools into cutting their current conference ties and jump over to the Pac-10.
The Pac-10/CAA partnership is a bigger deal than it appears on the surface. While it looks like an average business deal at first, it could lead to possibly the biggest rebranding and reorganization in college athletic history.

(via EDSBS, Sporting News)


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Any sign that the Pac-10 is finally deciding to enter the 21st century is something to take note of. The conference has hired the powerful Hollywood firm Creative Artists Agency (CAA) for consulting in several areas, including expansion and media rights. CAA was given the nod to help rebrand the conference as what Pac-10 commissioner Larry Scott calls "a modern collegiate conference." This could lead up to the Pac-1o starting its own network.
That may seem a harder task than it looks. The Pac-10 has been very much as a conference more concerned with tradition than with progress. But as its joined-at-the-hip traditional Rose Bowl opponent, the Big 10, has taken the first steps in entering the 21st century expansion and the Big 10 Network, the Pac-10 obviously sees the need to keep up.
CAA got the nod for its ties with Hollywood. It's expected that the agency will be bringing out some of the media celebrities it represents to Pac-10 events, which ranges from Oprah Winfrey and Steven Spielberg, to Miley Cyrus and Will Ferrell. Imagine a theoretical Pac-10 football championship with Miley Cyrus performing at the halftime show. One word: ratings.
Of course the bigger idea is for CAA to help out with conference expansion and to handle a new media rights deal. With the Big 10 Network and the SEC's deals with ESPN and CBS as examples of what the Pac-10 needs to do to keep up, this will be a major focus for the conference. A Pac-10 network is a huge possibility and CAA is working on a business plan for such an undertaking.
Of course the possible expansion of the Pac-10 is the thing that most sports fans and media pundits would be paying to. CAA was brought in to help point out which markets the Pac-10 should look to and which schools make the best candidates for membership. Not that the Pac-10 probably doesn't probably already know there to look (the Rocky Mountain region. Utah and Colorado to be exact). But CAA will be able to provide the best strategy to lure schools into cutting their current conference ties and jump over to the Pac-10.
The Pac-10/CAA partnership is a bigger deal than it appears on the surface. While it looks like an average business deal at first, it could lead to possibly the biggest rebranding and reorganization in college athletic history.

(via EDSBS, Sporting News)



Posted originally: 2010-05-13 13:30:00
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