Chicago’s Big Ten team? Northwestern can go ahead and brand itself as such. But according to Illinois athletic director Mike Thomas, so can any other Big Ten team.
“I think anybody can coin a phrase as to how they are going to brand and market their university or their programs,” Thomas said.
Thomas spoke Tuesday about Illinois’ new three-year deal that will bring the Illini’s next three home games against Northwestern to Soldier Field. Though the deal was influenced by a multitude of factors, it is a clear attempt by Illinois to firmly establish itself in the Chicago market, refuting the notion that Northwestern has done so.
The Wildcats are long known for having–by far–the most apathetic fan base in the Big Ten. If they truly think they’re Chicago’s Big Ten team, then the bipartisan crowds at Ryan Field might suggest the school is getting “catfished.”
But while the Wildcats fan base goes largely criticized, its athletic administrative staff is among the most respected in the country. Illinois’ often finds itself playing catch up.
The deal will begin with the game between Illinois and the Wildcats on Nov. 28 of this year and is a clear statement from the Illini athletic department that they, at least in their minds, own the city of Chicago.
On Nov. 28, one team could leave the game shamed.
If the Illini lose, questions will arise about lessening Illinois’ competitive advantage in a year that Northwestern would otherwise have to travel to Champaign. It could also serve to embarrass the Illinois program on the very important “Chicago stage” of Soldier Field. If Illinois wins in front of a largely Illini-friendly crowd, the lack of support Northwestern generally receives could be exposed.
The result of the game will certainly reverberate on the recruiting trail.
Thomas cited that Illinois has a larger alumni base in Chicago than any other Big Ten school and it was clear scheduling this game is as much a statement of that fact by the university.
In giving up its next three home games in Champaign against the Wildcats in favor of games at Soldier Field–the venue is closer to Northwestern than Illinois–Thomas is banking on the Chicago alumni base buying tickets. He cites past performances at games at Soldier Field and the United Center as having done well.
He also said that, considering the game is over Thanksgiving Weekend, the decision to schedule these games at Soldier Field was, in part, financially motivated.
“Really from the day I arrived at the University of Illinois in 2011, I had mentioned it and talked about the need to further engage in Chicago,” Thomas said.
“We needed to grow our brand and we needed to do more up here in the way of activities and that includes sporting events.”
Email: sgruen@suntimes.com
Twitter: @SethGruen
