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How Big Ten boss Kevin Warren is changing the game KEVIN WARREN
With expansion and a massive media deal, Kevin Warren positions the conference to grab more power as college athletics become more like professional sports BY DANNY ECKER
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In the 2½ years since he became commissioner of the Big Ten Conference, Kevin Warren has navigated a global pandemic, the advent of moneymaking opportunities for college athletes, the addition of two powerhouse schools and, as of this month, the negotiation of the richest media deal in college sports history. Somehow, his biggest challenges are still ahead of him.
By adding USC and UCLA to the conference beginning in 2024 and securing a broadcast rights contract reportedly worth $7.7 billion over the rest of this decade, Warren has not only cemented the Big Ten’s place as a centerpiece of college sports for the next generation, but also solidified his position as one of the most influential figures in the business. The 58-year-old former NFL executive wields this newfound power at a time when the NCAA’s
authority over intercollegiate athletics is crumbling and conferences are gaining control over a system that looks more like professional sports. Athletes seize commercial deals and transfer schools at will, while universities flock to conferences that have unprecedented clout that will help schools maximize revenue and exposure. With billions of dollars and the well-being of thousands of See BIG TEN on Page 31
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