Big Ten has stolen SEC mojo, and isn't about to give it back

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Big Ten has stolen SEC mojo, and isn't about to give it back | Opinion

Big Ten has stolen SEC mojo, and isn't about to give it back | Opinion

Matt Hayes, USA TODAY · USA TODAY Sports

Tue, Mar 31, 2026 ·

5 min read

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It's undeniable now, a straight gangster move in this Wild, Wild West era of college sports.

The Big Ten has stolen the SEC mojo.

Better teams, better players, better stories. Better present — and more potentially damning — better future.

"The playing field has been leveled out as far as finances and things like that," said Michigan basketball coach Dusty May , whose team is one of two from the Big Ten to advance to Saturday's Final Four .

But don't get stuck on basketball, where the Big Ten hasn't won a national championship since 2000 — and currently has two more teams alive in the NCAA Tournament than does the SEC. Which has none.

This is paradigm change five years in the making, running parallel with the explosion of NIL and free player movement. This is the Big Ten flexing, and the SEC retreating.

Iowa State Cyclones fans cheer against the Kentucky Wildcats during the first half in the second round of the 2026 NCAA Men's Basketball Tournament at Enterprise Center on March 22, 2026 in St Louis, Missouri.

(Jamie Squire, Getty Images)

Kansas Jayhawks cheerleaders perform before a second round game of the men's 2026 NCAA Tournament against the St. John's Red Storm at Viejas Arena on March 22, 2026 in San Diego, Calif.
(Denis Poroy, Imagn Images)

Nebraska's Berke Buyuktuncel celebrates with fans following a second-round game in the NCAA men's basketball tournament between Nebraska Cornhuskers and Vanderbilt Commodores at Paycom Center in Oklahoma City on March 21, 2026.

(SARAH PHIPPS, THE OKLAHOMAN via USA TODAY NETWORK)

Arkansas Razorbacks cheerleaders in the second half against the Hawaii Rainbow Warriors during a first round game of the men's 2026 NCAA Tournament at Moda Center on March 19, 2026 in Portland, Ore.

(Troy Wayrynen, Imagn Images)

VCU Rams fans react after a 3-pointer by Terrence Hill Jr. #6 of the VCU Rams in the first round of the 2026 NCAA Men's Basketball Tournament at Bon Secours Wellness Arena on March 19, 2026 in Greenville, SC.
(Jared C. Tilton, Getty Images)

Howard Bison cheerleaders perform during a first round game of the men's 2026 NCAA Tournament against the Michigan Wolverines at Keybank Center on Mar 19, 2026 in Buffalo, NY.
(Mark Konezny, Imagn Images)

BYU Cougars cheerleader in the second half against the Texas Longhorns during a first round game of the men's 2026 NCAA Tournament at Moda Center on Mar 19, 2026 in Portland, Ore.
(Craig Strobeck, Imagn Images)

Former North Carolina Tar Heels head coach Roy Williams is seen in the crowd against the VCU Rams in the second half of a first round game of the men's 2026 NCAA Tournament at Bon Secours Wellness Arena on Mar 19, 2026 in Greenville, SC.
(Bob Donnan, Imagn Images)

Texas A&M Aggies cheerleaders during a first round game of the men's 2026 NCAA Tournament at Paycom Center on March 19, 2026 in Oklahoma City.
(William Purnell, Imagn Images)

Texas Longhorns band in the first half against the BYU Cougars during a first round game of the men's 2026 NCAA Tournament at Moda Center on Mar 19, 2026 in Portland.
(Craig Strobeck, Imagn Images)

St. John's Red Storm mascot Johnny Thunder mixes with players prior to taking the court during practice day ahead of the NCAA Men's Basketball Tournament at Viejas Arena at San Diego State University on March 19, 2026 in San Diego, California.
(Sean M. Haffey, Getty Images)

A Texas Christian University Horned Frogs cheerleader practices before the game during a first round game of the men's 2026 NCAA Tournament at Bon Secours Wellness Arena on March 19, 2026 in Greenville, SC.

(Bob Donnan, Imagn Images)

The High Point Panthers fans cheer during the second half of a first round game of the men's 2026 NCAA Tournament against the Wisconsin Badgers at Moda Center on March 19, 2026 in Portland, Or.
(Troy Wayrynen, Imagn Images)

The High Point Panthers cheerleaders react during the second half of a first round game of the men's 2026 NCAA Tournament against the Wisconsin Badgers at Moda Center on March 19, 2026 in Portland, Or.
(Troy Wayrynen, Troy Wayrynen-Imagn Images)

The North Dakota State Bison mascot and cheerleaders pose for a photo before the game against the Michigan State Spartans during a first round game of the men's 2026 NCAA Tournament at Keybank Center on March 19, 2026 in Buffalo, NY
(Gregory Fisher, Imagn Images)

Nebraska Cornhuskers fans cheer after defeating the Troy Trojans during a first round game of the men's 2026 NCAA Tournament at Paycom Center on March 19, 2026 in Oklahoma City.
(Alonzo Adams, Imagn Images)

The Wisconsin Badgers mascot performs during a time out during the second half of a first round game of the men's 2026 NCAA Tournament against the High Point Panthers at Moda Center on March 19, 2026 in Portland.
(Craig Strobeck, Imagn Images)

A view of Buddy the Street Dog as Queens University of Charlotte Royals guard Yoav Berman talks to the media during a practice session ahead of the first round of the men's 2026 NCAA Tournament at Enterprise Center in St. Louis on March 19, 2026.
(Jeff Le, Imagn Images)

The High Point Panthers band performs prior to a first round game of the men's 2026 NCAA Tournament against the Wisconsin Badgers at Moda Center on March 19, 2026 in Portland, Or.
(Craig Strobeck, Imagn Images)

High Point Panthers fans cheer prior to a first round game of the men's 2026 NCAA Tournament against the Wisconsin Badgers at Moda Center on March 19, 2026 in Portland, Or.
(Craig Strobeck, Imagn Images)

The Wisconsin Badgers cheerleaders preform during the first half of a first round game of the men's 2026 NCAA Tournament against the High Point Panthers at Moda Center on March 19, 2026 in Portland, Or.
(Craig Strobeck, Imagn Images)

The South Florida Bulls mascot performs during the second half against the Louisville Cardinals during a first round game of the men's 2026 NCAA Tournament at Keybank Center on March 19, 2026 in Buffalo, NY.
(Mark Konezny, Imagn Images)

The Texas Christian University Horned Frogs cheerleaders perform in the first half during a first round game of the men's 2026 NCAA Tournament at Bon Secours Wellness Arena on March 19, 2026 in Greenville, SC.
(Jim Dedmon, Imagn Images)

The Troy Trojans mascot dances on the floor during the second half against the Nebraska Cornhuskers during a first round game of the men's 2026 NCAA Tournament at Paycom Center on March 19, 2026 in Oklahoma City.
(William Purnell, William Purnell-Imagn Images)

The UCF Knights band performs during a practice session ahead of the first round of the men's 2026 NCAA Tournament at Xfinity Mobile Arena on March 19, 2026 in Philadelphia.
(Bill Streicher, Imagn Images)

Nebraska Cornhuskers cheerleaders perform during the second half against the Troy Trojans during a first round game of the men's 2026 NCAA Tournament at Paycom Center on March 19, 2026 in Oklahoma City.
(William Purnell, Imagn Images)

A Wisconsin Badgers cheerleader performs during the first half of a first round game of the men's 2026 NCAA Tournament against the High Point Panthers at Moda Center on March 19, 2026 in Portland, Or.
(Craig Strobeck, Imagn Images)

The Ohio State Buckeyes cheerleaders perform in the second half during a first round game of the men's 2026 NCAA Tournament at Bon Secours Wellness Arena on March 19, 2026 in Greenville, SC.
(Bob Donnan, Imagn Images)

Akron Zips fans in the first half against the Texas Tech Red Raiders during a first round game of the men's 2026 NCAA Tournament at Benchmark International Arena on March 20, 2026 in Tampa, Fla.
(Matt Pendleton, Matt Pendleton-Imagn Images)

Texas Tech Red Raiders cheerleaders in the first half against the Akron Zips during a first round game of the men's 2026 NCAA Tournament at Benchmark International Arena on March 20, 2026 in Tampa, Fla.
(Nathan Ray Seebeck, Nathan Ray Seebeck-Imagn Images)

Santa Clara Broncos fans react to game play against the Kentucky Wildcats during the second half of a first round game of the men's 2026 NCAA Tournament at Enterprise Center on March 20, 2026 in St. Louis, MO.
(Jeff Le, Jeff Le-Imagn Images)

Akron Zips cheerleaders and mascot in the second half against the Texas Tech Red Raiders during a first round game of the men's 2026 NCAA Tournament at Benchmark International Arena on March 20, 2026 in Tampa, Fla.
(Matt Pendleton, Matt Pendleton-Imagn Images)

Wright State Raiders fans celebrate after a Wright State Raiders guard TJ Burch (22) scores during the second half against the Virginia Cavaliers during a first round game of the men's 2026 NCAA Tournament at Xfinity Mobile Arena on March 20, 2026 in Philadelphia, PA.
(Bill Streicher, Bill Streicher-Imagn Images)

Hofstra Pride cheerleaders in the second half against the Alabama Crimson Tide during a first round game of the men's 2026 NCAA Tournament at Benchmark International Arena on March 20, 2026 in Tampa, Fla.
(Matt Pendleton, Matt Pendleton-Imagn Images)

Garth Noble of the Louisville pep band is amped at the 2026 NCAA Women's March Madness basketball tournament at the KFC Yum Center In Louisville, Kentucky. March 21, 2026.
(Matt Stone/Courier Journal)

Michigan head coach Dusty May high-fives players after 95-72 win over Saint Louis at the NCAA Tournament Second Round at KeyBank Center in Buffalo on Saturday, March 21, 2026.
(Junfu Han, USA TODAY NETWORK)

The Notre Dame Fighting Irish band and spirit squad cheer during the first round of the NCAA women's basketball tournament against the Fairfield Stags at Ohio State's Schottenstein Center in Columbus on March 21, 2026.
(Adam Cairns/Columbus Dispatch)

Because now everyone can pay players. Now the Big Ten's massive and influential alumni bases have skin in the game.

Now it's no longer about where the best (insert your sport) is played, it's who has the most money. As important: the Big Ten's change in personality and philosophy.

Somewhere, at some point, the Big Ten got fed up with playing little brother to the SEC. The gloves came off, and the conference of Legends and Leaders morphed into Bandits and Bounty Hunters.

From strumming a guitar on the stairs for the lonely and bored at the sorority party, to doing keg stands in the middle of the quad at the impromptu frat party.

This all began with the Alliance built by former commissioner Kevin Warren, who held hands with the ACC and the (former) Pac-12 in solidarity against the SEC, whole brandishing an expansion knife behind the Pac-12's back.

It should come as no surprise that a year after the Big Ten did the Pac-12 dirty and stole USC and UCLA (and later Oregon and Washington), Michigan won its first national title in football since 1997.

It wasn't that Michigan won, it's how it unfolded with a no-name analyst concocting an illegal scouting scheme and sucking the oxygen from a championship run built — in no small part — with some key additions from this new fangled contraption called the transfer portal.

A scheme with such audacity, Big Ten coaches had to leak detailed information to the media (and then later give it directly to the Big Ten) before the conference took a stand. But the train was long down the tracks by the time then-new commissioner Tony Petitti stepped in with a meek three-game suspension for coach Jim Harbaugh — his second of the season, but first for this specific violation .

In other words, tell me you're the SEC without telling me you're the SEC.

Who's winning, who's whining: There's a big difference between coaches, players free movement — large buyouts

Long road back: DJ Lagway felt isolated, depressed at Florida. He's rewriting his story at Baylor | Exclusive

A year later, Ohio State coach Ryan Day — on the verge of losing the best job in college football — threw a truckload of cash at the best defensive player in the SEC ( Caleb Downs ), the best running back in the SEC ( Quinshon Judkins ), an All-SEC center ( Seth McLaughlin ), and a Big 12 championship quarterback ( Will Howard ) as part of a $20 million roster that still couldn't beat Michigan — but beat the brakes off everyone in the College Football Playoff.

Then came Indiana, the lovable, all-time football loser, who changed everything . And even that began with some newfound Big Ten chutzpah, when IU athletic director Scott Dolson called James Madison coach Curt Cignetti after their in-person interview — just as Cignetti had told his wife he was going to stay at JMU — and said, "Congratulations, you're the Indiana coach."

And didn't give Cignetti — now the hottest coach in college football — a chance to say no. Which is sort of like the Big Ten and its takeover of all things college sports.

Kill it, then eat it.

Even missteps off the field have been overshadowed by other bold and brash moves. While Petitti has had a couple of faux pas (hello, capital investment ), his unwavering stance on the CFP is beginning to show cracks in the SEC armor.

Georgia coach Kirby Smart and Tennessee coach Josh Heupel have embraced the Big Ten's idea of a 20- or 24-team CFP, while their own commissioner (Greg Sankey) is in a very public game of chicken with the Petitti over the future format of the billion-dollar postseason.

Sankey wants 16 teams, Petitti wants 20 or 24 teams. It's never a good sign when the SEC's most high-profile coach — and arguably the game's best coach — sides with the Big Ten.

The Big Ten already has the better media rights deal, and delivers more money to a majority of its member institutions (not all of the newbies) than the SEC. The Big Ten has the bigger television markets, and the ability — though not yet realized — to dominate ratings.

There's the possibility of an all-Big Ten final in the NCAA Tournament, which hasn't happened since the Big 12 did it in 1988. If you think that's crazy, hold on to your tall glass of sweet tea.

For the love of all things Ess Eee See , the Big Ten currently has the No. 1 ranked team in college baseball — a sport the Big Ten didn't give two flips about prior to expansion.

Before, that is, beginning this cutthroat philosophy of kill then eat.

About the same time May's Wolverines advanced to the Final Four for the first time since 2018, LSU was announcing the return hire of former disgraced coach Will Wade. The school trumpeted the move on social media by comparing Wade ― the multi-level NCAA cheater ― to Napoleon, and calling him, "General."

"We're coming back to try to hang a banner, win a national championship," Wade said, "Or I'm going to be the first coach fired from the same school twice."

Tell me you've stolen the SEC's mojo without telling me.

Matt Hayes is the senior national college football writer for USA TODAY Sports Network. Follow him on X at @MattHayesCFB .

This article originally appeared on USA TODAY: Big 10 now strongest and best conference in college sports. Sorry, SEC

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Big Ten has stolen SEC mojo, and isn't about to give it back | Opinion

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