USC and UCLA to join Big Ten conference, shaking up college sports landscape

Less than a year ago, a similar move shook the college football world when the Universities of Texas and Oklahoma accepted invitations to join the SEC from the Big 12.

According to USC, the Big Ten voted to accept both universities as members effective August 2, 2024.

The shift has major implications for upcoming media rights agreements. USC says it will see out its current deal with the Pac-12 until it expires in 2024.

“Ultimately, the Big Ten is the best home for USC and Trojan athletics as we move into the new world of collegiate sports,” USC Athletic Director Mike Bohn said in a statement. “We will also benefit from the stability and strength of the conference; the athletic caliber of Big Ten institutions; the increased visibility, exposure, and resources the conference will bring our student-athletes and programs; and the ability to expand engagement with our passionate alumni nationwide.”

“Big Ten membership offers Bruins exciting new competitive opportunities and a broader national media platform for our student-athletes to compete and their talents. Specifically, this move will enhance name, image and Likeness opportunities through greater exposure for our student-athletes and offer new partnerships with entities across the country,” said UCLA Chancellor Gene Block and athletics director Martin Jarmond.

UCLA also highlighted “better television time slots for our road games” while acknowledging an increase in travel time to away games.

The Big Ten issued a statement saying it voted unanimously to accept both universities after weighing their applications to join.

“As the national leader in academics and athletics for over 126 years, the Big Ten Conference has historically evaluated its membership with the collective goal to forward the academic and athletic mission for student-athletes under the umbrella of higher education,” Commissioner Kevin Warren said . “I am thankful for the collaborative efforts of our campus leadership, athletics directors and Council of Presidents and Chancellors who recognize the changing landscape of athletic colleges, methodically reviewed each request, and took appropriate action based on our consensus.”

In its statement, the Pac-12 said it will “continue to thrive” despite the departure of the two colleges.

“We’ve long been known as the Conference of Champions, and we’re unwavering in our commitment to extend that title,” the Pac-12 Conference said in a statement. “We will continue to develop new and potential programs that directly benefit our innovative member institutions, and we look forward to partnering with current and potential members to pioneer the future of college athletics together.”