It took two words, Legends and Leaders, to humble one of the most powerful men in college sports.
http://espn.go.com/college-football/story/_/id/7536205#Despite the public outcry, the Big Ten's research indicates fans like Legends and Leaders.
Actually, it took tens of thousands of words written and spoken about Legends and Leaders to make Big Ten commissioner Jim Delany think twice about what his league had done.
The reaction to Legends and Leaders, the names the Big Ten selected for its new football divisions in December 2010, was, with a few exceptions, scathing. Legends and Leaders became national punch lines for a conference that had already absorbed more than a few body blows.
Chosen to "reflect Big Ten traditions and values" and acknowledge the league's past (Legends) and future (Leaders), the division names instead were called confusing, arrogant, too similar-sounding, ambiguous and, yes, lame.
"We've had enough experience with names and expansion and development of divisions that we know that you rarely get a 90 percent approval rating," Delany told WGN Radio in Chicago shortly after the announcement. "But to get a 90 percent non-approval rating was really surprising. It showed that we didn't connect with our fans in a way that we wanted to. It's humbling, to say the least."
Despite the initial backlash and concerns about sustainability, the Big Ten decided to hold off on changing the names. Delany wanted to let them "breathe a bit" and reassess after the 2011 season.
The league hired an independent market research firm to survey Big Ten football fans about Legends and Leaders during the season. The goal was not only to see who liked the names and who didn't, but whether the names could connect with fans and, ultimately, if the names would remain.
Surveys were distributed on game weekends at 10 Big Ten stadiums this past fall, as well as at the league's inaugural football championship in Indianapolis. Fans completed the surveys online.
The results are in, and ESPN.com got the first chance to see them.
Bottom line: Legends and Leaders will remain through the 2012 football season.