ESPN's 'lowball' offer triggered B1G expansion
But uncovering the true origin of Nebraska joining the Big Ten ? which becomes official Friday ? requires a trip in the way-back machine and involves champagne and bruised egos.
The date: April 30, 2004. That's when a posse of ESPN executives, led by Mark Shapiro, John Wildhack, Loren Matthews and Chuck Gerber, met with conference honchos at Big Ten headquarters in Park Ridge.
The Big Ten's long-term deal with the network had three years remaining, but Commissioner Jim Delany wanted to dip his toe in the pool. Turns out the water was ice cold. And shark-infested.
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Shapiro also was a cutthroat negotiator, as chronicled in the book "Those Guys Have All the Fun: Inside the World of ESPN," and his style rankled the likes of NHL Commissioner Gary Bettman and the NBA's David Stern.
"The shortest one I ever had," Delany told the Tribune. "He lowballed us and said: 'Take it or leave it. If you don't take our offer, you are rolling the dice.' I said: 'Consider them rolled.' "
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Had ESPN stepped up and paid BCS-type dollars, I think we could have prevented the network. In retrospect, that might have been the right thing to do. Jim is making a nice penny on that."
Said Delany: "If Mark had presented a fair offer, we would have signed it. And there would not be a Big Ten Network."
The BTN, profitable in its second year, doled out about $7 million to each Big Ten school in 2009-10. Without that chunk of a $22 million per school TV revenue distribution pie, the conference might not have had schools such as Nebraska thirsting for an invitation.
The network's formation also encouraged new thinking from the universities' typically conservative presidents and chancellors. A 12th team would lead to two divisions and a conference championship game in football and another giant payday. Fox purchased the rights to the first six title games for between $20 million and $25 million per season.
anyone else remember that significant shift in OSU commentary around that time?Feeling emboldened, Delany sent a package to Shapiro that included champagne and a note. Shapiro said the note read: "See, I did it."
"My reaction was: Who does that?" Shapiro said. "It was so juvenile. I sent the note to Bodenheimer and poured the champagne down the drain."
Delany said Shapiro's recollection of the note isn't accurate: "That's not how I would express myself. What I wrote was tongue-in-cheek. I believe it was: 'Enjoy the champagne while enjoying the network.'
"It wasn't juvenile at all. We did toast to Mark, and I was thanking him. If it hadn't been for him, we never would have pushed ourselves to do (the Big Ten Network). It was a continuation of the conversation. He left (ESPN), so I didn't get to tell him that in person."
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