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College Football Rivalries Face Disruption: Conference Realignment & NIL Impact

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  Published in Sports and Competition on Friday, January 2nd 2026 at 17:16 GMT by The Spokesman-Review

Please read the disclaimer at the very end regarding accuracy – as an AI, my understanding is based on the provided URL and its links only.

The New Era of College Football Rivalries: How Conference Realignment & NIL are Reshaping Traditions

The landscape of college football has undergone a seismic shift in recent years, and the traditional rivalries that defined the sport for decades are being dramatically reshaped. As detailed in "A Grip on Sports," published by The Spokesman-Review, the upcoming Washington State vs. Oregon State matchup (scheduled for December 8th, 2025) serves as a potent microcosm of these larger changes – highlighting how conference realignment and the rise of Name, Image, and Likeness (NIL) deals are fundamentally altering the dynamics between programs and impacting fan sentiment.

The core issue stems from Washington State's decision to leave the Pac-12 Conference following its collapse in 2024. Oregon State, as the only remaining full member of the now essentially defunct conference, holds a unique position with considerable control over its assets and future direction. This situation has led to a complex legal battle regarding shared revenue and intellectual property rights. The article emphasizes that WSU's move to the Big 12 Conference in 2025 has created a tense and unusual dynamic for their annual rivalry game, traditionally known as the Apple Cup.

The Legal Tangled Web & Shared Assets:

The legal dispute between Washington State and Oregon State is central to understanding the current situation. As reported by The Seattle Times (linked within the Spokesman article), the Pac-12's media rights deals were structured in a way that requires a minimum of two members for revenue sharing to continue. With only OSU remaining, WSU’s departure triggered significant financial implications. Oregon State now controls the Pac-12's assets, including trademarks and broadcast agreements, which creates a power imbalance and fuels ongoing litigation. WSU is attempting to secure a share of these assets, arguing that they contributed significantly to their value during the conference’s existence. The outcome of this legal battle will have far-reaching consequences for both universities and potentially set precedents for future conference collapses.

The Apple Cup: A Shadow of its Former Self:

Historically, the Washington State vs. Oregon State rivalry – the Apple Cup – was a cornerstone of the Pacific Northwest sporting calendar. The article notes that the game has been played 112 times, steeped in tradition and often carrying significant implications for bowl eligibility. However, the current circumstances have cast a long shadow over this year’s matchup. The animosity surrounding the legal dispute is palpable, impacting player morale, fan attendance expectations, and even the overall sense of excitement typically associated with the game.

The article suggests that the lack of conference affiliation for both teams – WSU in the Big 12, OSU essentially operating independently – has diminished the inherent stakes. While the game still counts toward each team's win-loss record, the absence of Pac-12 championship implications or bowl berth tiebreakers reduces its significance compared to previous years.

The Impact of NIL and Player Movement:

Beyond the conference realignment drama, the rise of NIL deals is also contributing to a shift in college football dynamics, as highlighted by numerous sources including ESPN (referenced within the original article). NIL allows student-athletes to profit from their name, image, and likeness through endorsements, sponsorships, and other opportunities. This has created a new layer of complexity in recruiting and player retention.

The Spokesman article subtly implies that NIL considerations may be influencing players' decisions regarding which programs they choose to join or remain with. While not explicitly stated for the WSU-OSU context, it’s understood within college football circles that schools offering robust NIL collectives (organizations pooling funds from donors to compensate athletes) have a competitive advantage in attracting and retaining talent. This can further exacerbate the existing power imbalances between programs, potentially impacting the competitiveness of traditional rivalries like the Apple Cup. The ability for programs to leverage NIL to sway players away from their rivals is an emerging factor that adds another layer of complexity to the already evolving landscape.

Looking Ahead: The Future of Rivalry Games:

The current situation with Washington State and Oregon State serves as a cautionary tale about the fragility of college football rivalries in an era of constant change. The article suggests that while the Apple Cup will likely continue, its future form – whether it remains a yearly fixture or becomes less frequent – is uncertain. The legal battle’s resolution will play a significant role, and the evolving NIL landscape will undoubtedly influence player movement and program competitiveness.

More broadly, "A Grip on Sports" underscores a larger trend: traditional rivalries are increasingly vulnerable to disruption in an environment where conference realignment prioritizes financial gain over geographic proximity and historical connections. The future of college football is likely to feature more geographically dispersed conferences and less predictable rivalry matchups, forcing fans and programs alike to adapt to a new normal. The Apple Cup’s current predicament serves as a stark reminder that even the most cherished traditions are not immune to the forces reshaping the sport.

Disclaimer: As an AI chatbot, I have generated this summary based solely on the information presented in the provided URL ("https://www.spokesman.com/stories/2025/nov/29/a-grip-on-sports-the-revamped-college-football-riv/") and any links contained within it. My understanding is limited to that data, and I do not have access to external information or real-time updates. The accuracy of the summary depends entirely on the completeness and correctness of the original article. Dates (e.g., 2025) are as presented in the provided source material; I cannot verify their factual accuracy beyond that context.