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Speaker 1: College football on Cougar Sports with Ben Cripple.
Speaker 3: Welcome Bank Cougar Sports one of three nine ninety eight
point three ESP at the band.
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on a free Q and A no all the case
two a Q and A with our tax more wealth
advisors certify financial planners at Batterwealth batterwealth dot com. We're
gonna get into all the news and notes coming out
of college football world. College football playoff rankings and ratings
are out, and there's three Big twelve teams in the
mix in the top fifteen. A little bit surprising for
some seeing Utah jump so so aggressively up. The committee
likes the Big Twelve to an extent. Yu, Texas Tech
and Utah on.
Speaker 2: The top fifteen. This spot's well for the Big Twelve.
Speaker 3: Let's talk about and get into some other data points
as well. How about who imbibes the most, who drinks
the most alcohol in college football?
Speaker 2: Who's selling the most alcohol?
Speaker 3: At these college football stadiums we're gonna delve into it's
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the hotline. Welcome in one of my favorite college football insideer's.
Speaker 2: Got Matt Brown on the line. Matt, howbeck are you?
Speaker 1: Hey?
Speaker 2: Man?
Speaker 1: I'm doing great.
Speaker 4: I wasn't expecting to be like a leading national story
here over the past two days about.
Speaker 1: This alcohol sales thing, especially in this market.
Speaker 4: But you know, right before I picked up the phone
to take your call, like I just took a break
from like filing eighty more of these requests to try
to go get updated data because man, people cannot get
enough of this stuff.
Speaker 3: Why is it that we're infatuated with alcohol consumption. Alcohol consumption.
Speaker 1: That I don't know.
Speaker 4: But did I tell you what I heard about from
BYU about all this?
Speaker 2: No?
Speaker 1: No, So for those who hadn't read the story, like I've.
Speaker 4: A couple of weeks ago, I filed like three or
four dozen requests across the country to get an idea
for how much how many units of alcoholic beverages were
sold at football games, and how much revenue was generated.
You know, I covered business and sports for a living.
Speaker 1: And I wasn't so much interested in trying to.
Speaker 4: Rank who the drunkest programs were, but to get a
sense of what kind of revenue can be produced from
this sort of thing. I'm in the process of doing
this now nationally across FBS and SCS schools everywhere, and naturally,
you know, Ulias in selboose in their stadium, they're not
a public school, so I can't foil with them.
Speaker 1: The number one.
Speaker 4: School was Nebraska, which over just three home games, generated
over two million million dollars.
Speaker 1: Worth of alcohol sold just within the stadium.
Speaker 4: The the the drinking culture in the Great Plains and.
Speaker 1: The Great Lakes, I.
Speaker 4: Think overwhelmingly Trump's that even in the South. I the
joke that we had growing up and spending time in
Wisconsin is that Wisconsin such a beer loving state that
like Mormons use use oduels to the sacrament there, Like
it's it's it's just a completely part of the culture everywhere.
Speaker 1: But I was kind of curious. I'm like, obviously you
can't get booze at l e S.
Speaker 4: But everyone knows that our brothers and sisters here in
this market love sugary beverages. Are people are people downing
pop at the same level as our Nebraska and Wisconsin
friends are downing beer.
Speaker 1: And so I texted a couple of people in the
athletic department. I'm like, I know you can't tell me
the amount of money.
Speaker 4: I'm not asking you to doug old your financial secrets,
but can you ballpark this for me?
Speaker 1: Yeah? And the answer kind of surprised me. You know, basically,
this year.
Speaker 4: Between the refillable cups and the and the soda and
the chocolate milk, we're looking at under eighteen thousand units
sold per football game, which is far less than any
amount of alcohol at like a typical Big ten or
Big twelve institutions. So I say this with love, not
to make fun of, but based on that information, I
think the LDS love of thrift is chumping the LDS
love of sugar soda. I think I think you've got
some brothers and sisters here who are getting one cup
and just kind of passing it along man, like a
like a Eucharist mug.
Speaker 2: Just sharing it. Just maybe there's multiple straws. Maybe there's
multiple straws in the beverage.
Speaker 1: Yeah.
Speaker 4: Look, all I'm saying folks listening to this is that if
you want to buy an offensive line that's going to
get you into the into the college football.
Speaker 1: Playoff every year. If you want to go get some
more skill position players, stop being so cheap and go
buy yourself your.
Speaker 4: Own diet coke when you go to a game. Don't
share it with your wife or your name.
Speaker 3: Yeah, we've ideated you and I have ideated about like these,
like co branding ni L opportunities, like creating products that
are utilized consistently toilet paper, and then rebranding it as
like an ni L almost like white labeling things for
ni L.
Speaker 4: Sure, maybe not toilet paper, but very much white labeling.
Speaker 2: Yeah, well, oh yeah, we could call it cougartail.
Speaker 3: Don't you remember we were talking about we get cougartail
tail toilet paper, right, I'm just saying, I'm just saying.
Speaker 2: All I'm saying is I say, you're buying it.
Speaker 3: It's like the it's the Amway model, You're already buying it.
You buy toothpaste, you buy toilet paper, or buy paper towels.
Speaker 1: Crittle, crittle.
Speaker 4: I live in I don't live in Utah, so the
Amway model doesn't work for me like that.
Speaker 1: That's your language.
Speaker 3: I'm just saying, it's it's outside the box thinking in
the modern era of college.
Speaker 1: It is it is.
Speaker 4: It is that I'm aware of a few white labeled
uh you know products that by U does, and a
couple other schools doing this market. And you're right, we
have talked about it. I for one, absolutely think the
school should do an apple beer.
Speaker 1: I would. I would buy it. I would buy it.
I would, I would.
Speaker 4: I would do a review of me drinking it on Instagram,
like I've done with other licensed beverages. I think that
would do well. Everyone, everyone I want across the country
already knows how good the chocolate milk is, the the
the nil beverage world, like that generates seven figures of
revenue over the course of the year. There's a lot
of people in my part of the country who are
are drinking nine dollars nil beers at these games, and
that money gets shuffled along, you know, not not just
to pay for the extra cops and the insurance policies
for selling that much alcohol, but it goes to new linebackers.
The modern problems require modern solutions. This is what Nebraska's doing.
I will be I will be anxious to hear what
that looks like here in this neck of the woods.
Speaker 3: Matt Brown College Football in satur tak some college football
here on ESB of the Fan. Now, you guys got
to check out Extra points mb dot com. When he
does into many unique and singular topics that are just
you know, like like the most recent one, I don't
even know how to describe it, the utilization and the
consumption of alcohol at respective stadiums and who's winning.
Speaker 2: The alcohol race. I'm like, this is insane. What has
the reaction been. And give me the ratings real quick.
Speaker 3: The rankings like one through ten of the most you know,
the most consumers and the least consumers.
Speaker 4: So the way that I wanted to do this was
to track data not just in terms of like total
unit sales, but also break it down on like a
on a per capita basis, right, Because if you know,
if your stadium only sets thirty thousand people, but everyone's
pounding two and a half drinks a game, like, you
know that numbers.
Speaker 1: Should look different than if you're at a one hundred
thousand seat stadium near the top. Based on the data
that I got so.
Speaker 4: Far, Nebraska's number one Kinnessee is in this conversation, Kentucky,
West Virginia, midist Soda, and Michigan. Last year, I think
it would have been Wisconsin. I initially I thought it
was Wisconsin, and then I realized that the school sent
me the wrong the wrong data. The attendance at UW
Badgers games this year has been so bad that even
though Wisconsin I do love there they're fermented beverages.
Speaker 1: It's not enough to put them in the top ten.
Uh And in the G five world, Ohio and North Texas.
Speaker 4: Are near the top. A bunch of max schools and
like UMass are closer to the bottom.
Speaker 1: But we'll see.
Speaker 4: Like I haven't gotten data from Utah I haven't gotten
data from from very many institutions within the inter Mountain
West despite me asking. We're asking again, and I'm also
trying to get this information this time, which I had
not been collecting for hot dogs, because I don't know
that not everybody sells beer, everybody sells hot dogs.
Speaker 1: I don't know if if.
Speaker 4: More people consume hot dogs in the in the Upper
Midwest versus elsewhere in the country.
Speaker 1: That's like the only food I can think of. It's
going to be at every single stadium. That and popcorn,
But like who cares about popcorn? So we'll see what.
We'll see what comes.
Speaker 3: Back Matt Brown extra points and b What other topics
have you been delving into.
Speaker 2: On your platform that we can feature.
Speaker 3: I don't know if you've written anything about the College
Football Playoff Committee's rankings, UH their initial rankings and ratings
if you will, But.
Speaker 1: What do you what do you what do you guys
think about that?
Speaker 4: Right?
Speaker 1: Like your VYU is what seven and.
Speaker 4: You've got a couple of a couple of big twelve
institutions in the top fifteen?
Speaker 1: Is there concern in this market that that number is
too low?
Speaker 4: What do you guys think before I tell you what
my initial reaction was.
Speaker 3: I think what's interesting to me is this, there's it's
there's two aspects of this. As an undefeated power for team,
right the only undefeated team in the conference. There's a
part of me that says, look like they should be
ranked higher if if there was a like an undefeated
team like Miami, Like let's say Miami, If Miami's undefeated
in the ACC, they're ranked higher than seven in my opinion.
Speaker 2: That that that's my opinion, right.
Speaker 3: And Notre Dame obviously, if they're as an independent as
a part of the ACC, kind of like an unofficial
member of the they're they're probably top three.
Speaker 2: Being undefeated right now.
Speaker 3: And people say strength of schedule, strength of record, all
those things, and I'm like, okay, Like there's a part
of me that says that the Big twelve is still
fighting a pr battle. But for whatever reason, the analytics,
the the numbers game, the number nerds, and the human
committee love Utah. They love Utah, and they they push
them up for spots. And there's three teams you could
argue you have a chance to make the college football
Playoff from the Big twelve. So I gotta go back
and forth with this. There's a there's an element that
I'm like, ah, there's still doubting them. Uh, the you know,
some branding issues with the Big twelve. It's not as
powerful as obviously the Big ten and the SEC, and
it competes with the ACC. Right, they may be on
the same playing field from a pr standpoint, but then
I see the committee elevate Utah, I don't know.
Speaker 2: There's a little bit of ball up in me here.
Speaker 4: I have to admit, like, it's hard for me to
muster really passionate opinions about any of the rankings below
like sixteen, just because I don't really think there's a
huge difference between a team that's ranked seventeenth and twenty
fifth or even thirtieth. The thing that I'm sure is
frustrating to hear here, like I'm not surprised that BYU
is not getting the it's not perceived as a peer
right now, to say Texas A and M, or perceived
as a peer to Oregon or Georgia or Indiana or anything.
And I have to admit, like I didn't even really
pay that much attention to this team over the first
month of the season, partly because a lot of their
game to play it after my bedtime. I'm sorry, I
love you. I'm not staying up till eleven thirty at
night to go watch you guys play Stanford unless I'm
being specifically.
Speaker 1: Paid to do it. But I mean there a different
year maybe.
Speaker 4: But now I can you know, I thought I thought
I was really impressed with the BAU team that I
saw against Utah. I've been impressed with with the with
the team that I've seen after that fact, but I
don't think a lot of people in that room have
been paying that much attention and win.
Speaker 1: The best win that that the team has is Utah.
Speaker 4: I think that might be the only team that might
be around the top thirty top thirty five.
Speaker 1: I get it, which makes this particular week, you know,
you know, game super super important and interesting.
Speaker 4: I imagine even if they lose, but if they're physically competitive,
they still have a great chance to get in depending
on how the ball bounces that there could certainly be
two teams in the Big twelve that they get a
playoff spot.
Speaker 1: But you're right, there are some reputational of some earned,
some unearned issues with the Big Twelve.
Speaker 4: Now I'll be interested to know or to see in
a couple of years if that changes how the way
you approach us out of conference scheduling.
Speaker 2: This is the thing.
Speaker 3: BYU and Texas Tech are new money and no one
in legacy money, generational money in these systemic you know,
financial you know, Oligopoly's Cabals of the world likes new money, Matt,
you know it. By us, new money at Texas Tech
is new money at least Utah. The reason why Utah
jumped up is because they have some equity over the
last thirteen to fourteen years of being in the PAC
twelve and being a co champion in the PAC twelve
and going to multiple roles balls and that's why they
they move up, and they've been pretty hot in the metrics.
That's my thought on it. Would you say there's some
validity to that theory, I mean, I.
Speaker 5: Think that's possible that it's funny you used to phrase
new money and a new money is Texas Tech makes
a lot of sense because the most interesting thing about
that team is money.
Speaker 1: Given that they have.
Speaker 4: Not been shy about saying, yeah, we have a payroll
in you know, north of twenty five million dollars. We've
been unashamed about how we're fundraising. And that's a roster
that is, you know, this year was injected with a
lot of really high profile help transfer talent from other
power programs or programs that are guys that every power
team wanted. And you can look at this as like,
this is a team that was constructed with big budget money,
like not this similar from how Oregon has been built.
Speaker 1: And I say that not pejoratively.
Speaker 4: I don't think that that's really accurate about this BYU roster.
And I think one of the things that is kind
of breaking the brain of some national analysts like me
and I know some of my peers because we all
have group chats we talk about this is that what
BYU and what Indiana are doing doesn't follow the traditional
playbook for what it means to be a national chieampionship
contending team. Where you didn't come in and spend big
money on highly productive, coveted transfers. You're not really bringing
in that much elite high school talents. You're nowhere near
the blue chip ratio with how your roster is constructed.
Speaker 1: You're just winning lots of games.
Speaker 4: Like even Indiana, which has been aggressive in the transfer
Portal and has a brash coach and the program spent
a lot of money.
Speaker 1: Those are most of three star guys, and people are
just being coached up and developed at an insane level,
and you can win that way.
Speaker 4: But that isn't really what we've seen from elite teams
really since like twenty ten, you know, since this current
era continued.
Speaker 1: I don't know how sustainable that is.
Speaker 4: The answer might be, it might be sustainable enough to
win a national championship. The answer also could be, for
everything that we've talked about all year about how the
NIL ear has brought more parody, this could still end
with an Ohio State Alabama national championship game or Ohio
State Georgia or something.
Speaker 1: I don't. I don't know. I don't.
Speaker 4: I don't begrudge anybody that is is not a full
fledged believer in BYU now. But come this come this Saturday,
like wither have the data or romot it will be
kind of undeniable either way, I think.
Speaker 2: Look, I get that.
Speaker 3: Uh, you know, the the end result will maybe be
the end result.
Speaker 2: Uh.
Speaker 3: The the the prestigious programs of college football historically may
win out at the end of the day. But you
gotta have Cinderella's There's gotta be hope.
Speaker 2: There's always got to be a prayer.
Speaker 3: As g Man always likes to say, Brandon Gurney biggest
fan of John bon Jovi. Living on a prayer. Sometimes
that's all you need, just living on a prayer. You
gotta have hope, Matt, and this expanded college football playoff
and the new money gives hope for the little man
that's been stiff armed for so long and has not
been allowed to cheat when others were cheating, as you.
Speaker 2: Know, everyone was paying. Everyone was bag men in that.
Speaker 1: They were just bad at it.
Speaker 4: There's no point in shooting at your poor and some
little guys are doing it is It is funny though.
Speaker 2: You was doing it the right way.
Speaker 3: They just were surrounded by a bunch of haters that
wanted to give him the deathly.
Speaker 2: You can't do that. SMU's new money, they could fondly
do it.
Speaker 4: SMU literally had the governor of Texas involved, and it
became like a huge political liability. I think I think
if Governor Cox is secretly siphoning money to Utah or
b YU, that would probably be a problem. But I
will say I think you do raise an interesting point,
and I don't have a good reason, our explanation.
Speaker 1: For why this is.
Speaker 4: In America, most people tend to really love.
Speaker 1: The idea of a basketball Cinderella.
Speaker 4: They love the Sister Jean plucky Catholic school in Chicago's
far North Side with a bunch of parochial kids and
two stars making final Force. They love Saint Peter's, They
love VCU and Dayton and these other things. And in football,
they freaking hate it unless you're.
Speaker 1: In metropolitan Salt Lake City or Boise.
Speaker 4: The the idea of somebody that that doesn't have sixty
five NFL prospects on the roster is viewed as like
some kind of moral affront to sec ars.
Speaker 1: Or some Big ten analysts. And I'm not entirely sure
why that is. I don't you don't. You don't tend to.
Speaker 4: See as much sneering on the unwashed masters from college
basketball analysts that went to Duke of North Carolina the
same way you do for football.
Speaker 3: Matt, give us a pitch, why should we subscribe to
extra points mb dot com and this wonderful, amazing learning
how college football college sports really works.
Speaker 2: They're at extra Points MB dot com.
Speaker 4: Yeah, extra Points is a publication that will give you
something interesting to read that you're.
Speaker 1: Not going to find anywhere else.
Speaker 4: Whether that's but FCS conference realignment, whether that's about data
informed reporting on the money going in and out of
college athletics, or legal analysis or political analysis of how
some of these major issues will impact your favorite program
and your your friend's favorite programs.
Speaker 1: You're gonna find it here.
Speaker 4: This is a publication that's read and trusted by sports
management departments throughout the country, conference offices throughout the country,
athletic departments throughout the country.
Speaker 1: If you want to read.
Speaker 4: What your ad is reading, what's your commissioner is reading,
what your congressman is reading, well, and you time, maybe
not your congressman, but in other states what your congressman
is reading, you should read extra Points. But you can
find at extra Points at dot com.
Speaker 3: Love it, Matt, Appreciate you bro as always, my pleasure,
my blessing having you on the show. Thanks for aggregating
the data that you do all day, every day and
foiling and finding.
Speaker 2: Out all the information that we love. Thanks so much, brother.
Speaker 1: All right later, guys, catch it liter Yep.
Speaker 2: There you go. That's Matt Brown we'll go to break.
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