As conference realignment shows, nothing matters in college sports as much as money. Not tradition. Not regional rivalry. And certainly not academic integrity. So why shouldn't the Pac-12, and especially Cal, follow Rutgers' recent move to sell the naming rights to their football stadium? After all, as supporters of conference expansion point out, the revenue generated from football and basketball pay for all the other sports on college campuses, providing scholarships to student-athletes who might otherwise have to pay their own tuition like a mere student. Obviously, football and basketball teams need to do whatever it takes, then, to bring in as much revenue as possible. ESPN-New York's story about Rutgers is here: http://sports.espn.go.com/new-york/ncf/news/story?id=5343039
For a million bucks, I'm sure Cal fans would be happy to watch football games at Clorox Field or hoops games in Safeway Pavilion. But why stop there? More revenue would mean more scholarships and funding for awesome sports like women's field hockey. So how about putting corporate logos on uniforms like pro soccer teams do? If we're willing to put Chevron's logo on our football helmets instead of the old-fashioned Cal script, I bet we could bring in at least a couple million. Traditionalists will protest, but why should their quaint ideas about tradition and integrity get in the way of making money? And while we're at it, the conference and member schools could bring in sports marketers and agents to give student-athletes incentives to come west rather than playing in the Big-12, SEC, etc. Such moves have helped U$C build a football dynasty, and I'm sure their non-revenue sports teams greatly appreciate the consideration.
Come Larry Scott, what are you waiting for? It's a brave new world, and we've got to keep up with the Joneses in the other conferences!