The Big Ten Conference is the oldest Division 1 conference in the U.S. In fact, many fans associate college sports with images of the Big Ten’s iconic brands: the Ohio State Buckeyes, the Michigan Wolverines, the Indiana Hoosiers. The Big Ten claims it is home to more sports than any other conference in the country. And the best way to view Big Ten games is through the conference’s TV network Big Ten Network (BTN).
Yet while BTN has been a national brand for eight years, now BTN wants be recognized as a national network by both diehard fans and non-alumni. This month, the BTN and creative agency Fallon are partnering on a multiplatform advertising campaign, which will launch during the Big Ten Championship game Saturday, December 6.