Previously: overview.

feeling that a ticket you have is a precious thing is good

More games should mean things

This is something that Brandon was moving towards getting right, save for the horrible contract that saw him eat an extra Notre Dame home game at the (hopefully temporary) end of that series. And that contract might not have been his doing.

This year's football schedule has one tomato can on it, UNLV, and three actual teams: BYU, Oregon State, and Utah. BYU and Oregon State are one-off home games. They're more expensive, but we've finally reached the point where spending an extra few hundred thousand dollars on an opponent like that has a clear ROI in ticket sales. (That is the reason Brandon was getting that right.) One of the smartest things he said during his tenure was about this.

Unfortunately, I have been able to google it to get the exact quote, but it was along the lines of "we have to get out of the business of scheduling games that feel like exhibitions to fans." He largely put his money where his mouth was in that department. Or tried to, anyway. It still galls that Michigan State landed a home and home with Alabama and Michigan was forced to play a "neutral" site matchup in Dallas against them.

But Brandon was right: repeated tomato can poundings make the fan look at his ticket and feel like a sap. The Product™ boils down to that: you look at the ticket that has a section and seat and opponent on it and you feel a certain way. For years many of these tickets have made you feel like it's another way to pay for the Ohio State game. That is going to remain true, but being less explicit about it is a first step on the road towards making fans feel like part of the enterprise instead of marks.

There's not much flexibility when it comes to college football. Michigan's going to play in their division and they've got three games a year (Indiana, Rutgers, Maryland) that aren't going to feel like much no matter what happens. They've been filling out the nonconference schedule with more respectable opponents; further additions have to happen a decade or more out. The wider landscape of college football will help here: double the number of teams in the playoff means double the number of late-season games that can impact the championship picture.

Michigan's other two revenue sports could use some help. This year's hockey schedule was a textbook example of what not to do: a weird one-off at Ferris State before even the exhibition games, home games piled into the fall when most fans are busy with football, an almost two-month absence from Yost in January and February punctuated by a fiasco of an outdoor game taken in by fewer fans than would have been at a home game.

Meanwhile, basketball plays a lot of nonconference games against the Coppin States of the world. It was seven last year (they just happened to lose two): Hillsdale, Bucknell, Detroit, Nicholls State, NJIT, EMU, and Coppin State. I don't see a great solution there given the way college basketball works: you're going to have a preseason tournament, you're going to have a game just before Christmas no one wants to play, there's not enough room to do anything interesting.

The conference, though… the conference could use some tweaking. Here are a couple of concrete plans to make basketball and hockey games have more wow factor on the ticket.

Basketball: making 14 an asset

Wisconsin ran away with the Big Ten title this year. Their last seven games included matchups against 9-9 Illinois, 4-14 Penn State, and two against 6-12 Minnesota. What if their stretch run was nothing but the other three games—Maryland, Michigan State, Ohio State—and so was everyone else's? And what if you could never point to anyone's schedule and say that's why team X won?

This is possible, even in a 14-team conference if you're willing to rethink a conference schedule. You can have a true, fair, thrilling championship in 19 conference games:

• FIRST 13: round-robin amongst all teams
• LAST 6: split the league into top and bottom halves, have second round-robin within.

Everyone in each half plays the same schedule. The last three weeks of the regular season are an all-out brawl for a banner that means something it might not in a world where getting the wrong teams twice could knock you down a peg.

The downsides are real but not insurmountable. You would not know the last six games of your schedule until a few days before. With home sites that's not a huge problem. There will be demand for those games. And teams right around the cutoff could find their path to a bid get harder as teams just above it draw a bunch of tough games and teams below it lose the opportunity to knock off a Wisconsin. That effect is probably marginal (on average it's turning three games into somewhat harder or easier ones).

If they tried this I bet they would never even think about going back once they saw, say, Iowa, Michigan, Michigan State, Wisconsin, OSU, Indiana, and Illinois have a three-week war for a Big Ten title.

Hockey: a state championship

The FA Cup: the only time anyone has ever believed in Wigan

There's not a whole lot Hypothetical Michigan AD can do about the Big Ten or NCAA's playoff format. (It does sound like the national tournament is in line for some long-overdue changes.) But he can probably get the Michigan schools together to provide early-season matchups some additional oomph.

The formation of the Big Ten is something college hockey needed if they were ever going to expand past two western conferences, but it broke up a bunch of 40-year-old rivalries that mean something to college hockey fans. Instead of having every Michigan team save Tech in a single conference, now they're spread across three. The GLI has tried to compensate by inviting a Michigan team for the foreseeable future, but that doesn't do much for the three teams that aren't invited in any particular year.

Nor does it have that much selling power. The GLI is a nice event, but it's always been a little silly that Michigan has a banner for years they won it. It's two games. The trophy doesn't have a name. It's not, say, a 40-pound bronzed cast of Red Berenson's head.

What if the first half of the season had a different competition in it? Soccer does this to excellent effect. A state championship competition that features World Cup/Champions League style groups would be a reasonable time commitment and a way to inject stakes into otherwise fuzzy early-season matchups.

A problem: there are seven Michigan teams, not eight. We will fill in the eighth spot with a guest program. This could either rotate between reasonably local programs (ND, OSU, BGSU, Miami, even PSU) or be permanent.

Hypothetical groups:

Each team plays the others twice, whether that's home and home or not. The next year invert home/road and do it again; then switch the groups up. The only hard and fast rule is that Michigan and Michigan State are separate. The four teams in the bottom two rows are all WCHA members. They can either book an early-season conference series to count for the state championship or schedule bonus nonconference series, their choice.

After that's done, the top two in each group play for the Michigan Themed Hockey Trophy* at the Joe. (The other two also go to the Joe and play because everyone wants to know they've got X number of games booked.)

This is a commitment of eight games—six for teams currently in the WCHA. For teams in the Big Ten (20 conference games), Hockey East (22), or NCHC (24) that is doable. It does seriously restrict the flexibility of WCHA teams (28 games), but a lot of these games are the ones these schools would want to schedule anyway. For example, Ferris's nonconference schedule included two games against State, one against Michigan, and the GLI. Tech played Michigan and in the GLI. They would be signing up for another two or three games only. And the lack of flexibility is offset by the fact that they're locking in a Michigan or Michigan State series annually.

If you can pull this off then your early season, normally something without stakes other than the hope down the road your Pairwise ranking will be good, becomes three weekends in which you hope to qualify for a GLI that means you can print out shirts that say State Champs and kiss let's just say a 40-pound bronze cast of Red Berenson's head.

like this except with Red Berenson's head

Play for things. Give us stakes. A ticket that reads "Red Berenson's 40 Pound Head Tournament" is better than one that just says "Western Michigan."

*[Options: unearth the Ron Mason trophy that went kaput when the CCHA did, inaugurate a Red Berenson trophy for the former Michigan player and Detroit Red Wing, or go studiously neutral but somewhat silly by naming it after a guy who didn't play college hockey.

Gordie Howe played in the defunct minor-pro version of the USHL for a year, not the CHL, and he's Gordie Howe. So he's a good idea if you're going that route.]