Big Ten Media Rights Value Could Increase Up to 25% With USC, UCLA

The addition of USC and UCLA to the Big Ten could increase the conference’s media rights value significantly. 

One source told Front Office Sports the number could be around 10%, though another suggested it could go as high as 25%. The broadcast value could now be worth anywhere from $1.1 billion to $1.25 billion per year. 

“Basically, the Big Ten told everybody: Go back to the drawing board,” one source said.

• In 2017, the Big Ten signed a six-year deal worth $2.64 billion — which is up in 2023.
• Over the past few months, the conference has been working on renegotiations.
• Before USC and UCLA joined, FOS reported that the Big Ten’s next media rights package could be worth more than $1 billion annually.

But the addition of the Trojans and Bruins brings not just diehard fan bases and storied brands. It also provides access to the coveted Los Angeles television market, sports business expert Lee Berke told FOS.

“The timing couldn’t be better,” said Berke. “There’s no other Pac-12 presence throughout Southern California. So you get that market. It’s not just the city; it’s the DMA.”

The Big 12’s Precedent

The power of a top football brand to drive up media rights value can’t be overstated.

When Texas and Oklahoma left the Big 12 for the SEC, former commissioner Bob Bowlsby estimated that the conference lost half its broadcast rights value.