It’s understandable that David Shaw would be somewhat conflicted when it comes to the Pac-12’s nine-game conference schedule. On the one hand, the fourth-year Stanford coach is a competitor, and there is something appealing about being the ruling party two seasons running in a league that tests manhood like no other.
He is also a pragmatist, and when he sees the annual parade of late-season scrimmages favored by SEC schools — hello, Furman, Appalachian State, Chattanooga and Florida Atlantic — he gets a little jealous, although he may have chuckled when he saw Georgia Southern knock off Florida last year.
“We would have loved to have put a game (like that) between UCLA and Oregon State last year,” Shaw says.
Stanford survived that test against back-to-back ranked opponents. It even knocked off Oregon 12 days later. But the Cardinal eventually succumbed to the grind and dropped a 20–17 decision at USC. Shaw can’t complain too much, because even though the loss was in mid-November, Stanford still won the Pac-12 North and then whipped Arizona State for the conference crown. By the time the game against ASU was over, the Cardinal had played six league games against ranked opponents. “And that doesn’t include a ranked Notre Dame team and a ranked Michigan State team in the Rose Bowl,” Shaw says.
Shaw would be wise to avoid seeking sympathy for his team’s tough schedule. Not too many people would commiserate, given Stanford’s recent run of success under him and predecessor Jim Harbaugh. His point is less a woe-is-me complaint than a celebration of the Pac-12’s growth and increased success. Once known for its wacky explosions of points and a rather cavalier approach to defense, the conference has become deeper, stronger and more able to make a national impression. Thanks to improved commitments to on-field success throughout the conference and a more focused branding effort from the conference office, the Pac-12 is escaping its previous image as a league on the fringes, whose Saturday night games served as lullabies for half the country.
“Right now, the conference is the best it has ever been,” says Oregon coach Mark Helfrich, who grew up in Pac-12 country and has spent more than a decade coaching in the conference. “The depth and talent of teams and coaching staffs are so much better than they were. The facilities and the commitment to the facilities are off the charts.”
Last year, Pac-12 schools went 6–3 in bowl competition, an impressive performance that included 75 percent of the conference’s members. (California, Utah and Colorado were the lone exclusions.) Thanks to new deals with ESPN and Fox and the league’s bold step to create its own TV network, media revenues are soaring, and thanks to a new program that divides the spoils equally, there is an opportunity for everyone to benefit. Commissioner Larry Scott, who this fall enters his fifth school year atop the conference, has employed his promotional savvy to help bolster the Pac-12 brand throughout the nation.
The Pac-12 still must fight the time-difference issue, but its national image is on the rise, and as one of the lucky Big Five conferences that will get preferred treatment with this year’s debut of the College Football Playoff, it is positioned well for future prosperity.
Although the league crows about its success in all sports and has won more aggregate national championships than any other confederation, the true measure of the Pac-12’s — or any other conference’s — health is football. In that regard, things are looking good.
“We are heading in the right direction from a football standpoint and from the standpoint of a lot of sports,” Arizona athletic director Greg Byrne says. “We’ve always been strong historically across the board, but we have seen that schools have done a good job investing in their infrastructures, and some of that has been done through increased conference revenue and donations.”
When Scott took over the league in the summer of 2009, the Pac-12 was fifth among BCS conferences — ahead of only the Big East — in terms of TV money and national football perception. While USC was playing great ball, and those Oregon uniforms sure attracted the teenage crowd, depth was lacking. There was some discontent among the ranks, because larger-market schools were getting more of the conference pot than were those in outposts such as Corvallis and Pullman.
Within a year, the league had announced the additions of Utah and Colorado, negotiated new TV deals with ESPN and Fox that more than tripled revenues from the Pac-12’s previous contracts and decided to split any income evenly among its members. (Utah and Colorado went through a three-year probationary period upon entering the conference, during which they received less than other members.) With the improvement of several programs — Washington State went to a bowl last year! — the Pac-12 is now healthy financially and on the rise on the football field. Throw in a concerted effort to bring the conference brand to a wider audience, the better to boost Pac-12 Networks revenue and also enrollment, and you have an impressive package.
“Day to day, as coaches, we don’t think about marketing the conference,” Shaw says. “We have a great combination of an unbelievable group of coaches who are pushing players to be national contenders and a commissioner that is pushing the league to be the best in everything. You have to recognize that.”
UCLA coach Jim Mora was nowhere near Westwood when USC and Pete Carroll were winning back-to-back national title in 2003-04. But Mora, who spent part of his youth in L.A. before moving to Seattle and graduating from the University of Washington, understands fully the value for a conference of having the best team in the country carrying the standard. Over the past several years, there have been some with the temerity to suggest that the SEC isn’t the best conference around. They were shouted down by those who reminded them that no matter how bad some of its members may be, the past seven national champs have been SEC schools. That streak ended in 2013, but not without a conference member (Auburn) staging a pretty good run at the crown.
So, Pac-12 fans will have to excuse Mora when he doesn’t jump for joy over last year’s 6–3 bowl record. He’s proud to be part of a league with good depth and plenty of talent, but Mora understands that real recognition doesn’t come until someone from the conference can jab an index finger skyward and shout, “We’re number one!”
“It’s great when the whole league is good, because it shines a brighter light on teams excelling in any given year and gives teams the respect they deserve,” he says. “But we need to win some national championships.
“The only way we will get national respect is by winning a national championship in football.”
Mora understands that the recent success by Stanford and Oregon atop the Pac-12 has attracted more eyes to the league. He also understands that real legitimacy comes from having a team on top. That’s why you’ll probably read a bunch of articles leading up to the start of this season about how ACC football is making great strides, thanks to Florida State’s 2013 national title. It’s nice to have teams that can win the Sun and Hawaii Bowls, but that kind of second-tier success only looks good when a league can also wave the biggest banner of them all.
Pac-12 coaches believe there is sufficient talent to make it happen. The state of California alone has enough talent to stock three or four national contenders. Throw in major population centers like Seattle, Phoenix and Denver, and there are a lot of top FBS players from which to choose. Thanks to the improved television coverage, it’s possible to expand that area eastward, the better to offset the recruiting efforts of schools from other parts of the country that pillage the Pac-12’s recruiting stocks.
“We’re getting farther east,” Helfrich says. “TV makes this a smaller country and allows us to get players from Florida, New Jersey and Michigan. We can get in a living room and tell parents that they will be able to watch their son on TV every weekend. They’ll be able to look at his face and see if he needs a phone call.”
Shaw, who insists that Stanford is “the one true national recruiter in college football,” loves the fact that the Pac-12 Networks, while hardly able to boast universal clearance, still reaches parts of the Northeast and Deep South. For a highly selective private school, that’s a big deal. But it’s not just the Pac-12 Networks. The deals with ESPN and Fox have brought the conference’s product to a much wider audience. When Scott took over, only 39 percent of the league’s football and men’s hoops games were broadcast nationally, and 10 percent of the football games didn’t have any TV exposure, according to a November 2013 New York Times report.
“We tell kids to find the Pac-12 Networks and watch us,” Shaw says. “They can see the player profiles and learn about the rest of the conference. They can say, ‘I may be from Virginia, but I can see the stadium and see the school.’ It’s more than just a coach telling them about it.
“It makes it real.”
What the prospects see is a conference with a lot going on. Many people think of Pac-12 football as just Oregon’s funky uniforms and that crazy duck on the back of a motorcycle. That show has certainly helped the conference’s identity. Stanford’s success has done a lot, too. But now that coaches like Mike Leach, Rich Rodriguez and Todd Graham have brought their spread attacks to the league, there may be more potent offenses in the league than ever before.
“You have so many different styles,” Shaw says. “You have to tweak what you do every week. You have to be unique with what you do but also be ready to face different kinds of teams every week. There are lots of spread teams, but they are different spread teams. You have to be able to adjust.”
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The rise of Mora’s UCLA team has made things interesting, too. Granted, it has helped the Bruins that cross-town rival USC has been struggling with probation, but the Bruins’ success has given the Pac-12 another school capable of attracting national attention.
Given UCLA’s recent basketball travails — and the short memories of today’s high school students — the “basketball school” label that has haunted the Bruin football program may not apply in a few years, especially if it can establish itself as the place to go for the Golden State’s talented high school recruits.
“California is bursting with talent,” Mora says. “Everybody is in California trying to pluck guys. Alabama, Oklahoma and Texas are all crossing our borders. But there is also a tremendous amount of talent and good football played in the Northwest and throughout the West Coast. There’s a lot of talent here.”
Those standouts who choose to stay home and play for Pac-12 schools are doing so as much for the facilities as they are for the cool offensive schemes. And that’s something new. All across the conference, schools are adding new stadiums, offices and workout centers or beefing up existing sites. The new contracts and more equitable distribution program are allowing schools like Washington State to be more competitive with the rest of the league, from a facilities standpoint.
Even though Utah didn’t receive a full revenue share during its first three years in the league, that didn’t stop it from transforming the $10 million football center it had planned while still a Mountain West Conference member into a $32 million project once it joined the Pac-12. The school raised half the money through fundraising and the other half through a bond issue, which it had never done before.
“We had to decide, ‘Do we want to be in the Pac-12 to have a nice time or to compete?’” Utah AD Chris Hill says. “We want to compete.”
While schools boost their facilities’ profiles, and coaches work to make their teams more competitive, Scott sells the Pac-12 brand, bringing football and men’s basketball bosses east before every season to meet with media who don’t cross the Rocky Mountains (or the Mississippi, for that matter) very often. He fights to get the Pac-12 Networks greater carriage on cable and satellite providers across the country. The goal is to create a brand that rivals those of the Big Ten and SEC, which had far better profiles than their western counterpart just a few years ago.
It hasn’t all been perfect. Money from the Pac-12 Networks is not exactly pouring in. Rather than partner with an established TV presence like ESPN (SEC) or Fox (Big Ten), Scott decided to go it alone. “No one else has been able to do what we were able to do,” he says. “We can control programming and control branding and the messaging on it. That’s important to our universities.”
Some are not happy that the pioneer spirit has resulted in a smaller revenue stream, but Scott points to the opportunity to have flexibility and control down the road.
“It’s very much a long-term strategic initiative,” he says. “We are off to a great start.”
That can’t be denied. Pac-12 schools are making money, winning on the football field and gaining notice nationwide. There is work to be done, but a lot of problems could be overcome with a national title.
“The one thing that will define us as the conference is national championships,” Mora says. “Not one, but multiple.
“That will take time.”
Not as much as once was thought.
Written by Michael Bradley (@DailyHombre) for Athlon Sports. This article appeared in Athlon Sports' 2014 Pac-12 Football Preview Editions. Visit our online store to order your copy to get more in-depth analysis on the 2014 season.