The map doesn’t make sense anymore. If you grew up watching the Big 10 football conference, you probably remember a world where "expansion" meant adding Nebraska and feeling like the footprint was getting a bit wide. Fast forward to January 2026, and we are living in a reality where Rutgers plays UCLA on a Tuesday night in November, and Indiana—yes, the Indiana Hoosiers—is coming off a perfect regular season.
It’s weird. Honestly, it’s a lot to take in.
People keep talking about "tradition," but that's a ghost. The 2025 season just wrapped up with a landscape so fundamentally different that if you took a time machine back to 2020, nobody would believe you. We’ve got 18 teams. We’ve got revenue sharing that looks more like a corporate payroll than a scholarship fund. And we have a coaching carousel that just swallowed up some of the biggest names in the sport.
The Power Shift: It’s Not Just Ohio State and Michigan Anymore
For decades, the Big 10 was basically a two-horse race with the occasional Penn State or Wisconsin cameo. That’s dead.
Look at the 2025 standings. Indiana went 15-0. Under Curt Cignetti, they didn't just win; they dominated. They beat Oregon in the Peach Bowl and absolutely dismantled Alabama in the Rose Bowl to start 2026. If you had told a Hoosiers fan three years ago that they’d be the gold standard of the conference, they would have checked you for a fever.
Then you have the West Coast invasion. Oregon and USC aren't just "guests" in this league; they are the new homeowners. Dan Lanning has turned Oregon into a machine that recruits better than almost anyone in the Midwest. Meanwhile, the old guard is scrambling.
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The New Coaching Hierarchy
Michigan and Penn State both hit the reset button this winter. It’s wild. James Franklin is out at Penn State, replaced by Matt Campbell. Sherrone Moore is gone at Michigan, and they brought in Kyle Whittingham from Utah to restore that "toughness" everyone says they lost.
- Ryan Day (Ohio State): Still the king of consistency, especially after winning a national title in the 12-team playoff era.
- Curt Cignetti (Indiana): The "young" superstar who isn't actually young but acts like it.
- Dan Lanning (Oregon): 26-2 over the last two years. That’s insane.
- Kyle Whittingham (Michigan): The new guy with 177 career wins.
Money, NIL, and the $20.5 Million Question
We have to talk about the money because it’s the only reason USC is flying to New Jersey for a game. The House v. NCAA settlement changed everything. Starting July 1, 2025, schools could officially start sharing revenue with athletes.
For the Big 10, the cap for this current 2025-26 cycle is roughly $20.5 million per school.
Think about that. That is $20.5 million on top of whatever the boosters are throwing into NIL collectives. Ohio State’s roster cost is estimated at over $34 million when you combine the revenue share and third-party deals. It’s a professional league in everything but name.
The Tiers of Wealth
There is a massive debate happening right now—literally as of yesterday—about a new $2.4 billion media deal involving "Big Ten Enterprises." The league is looking to tier its payouts. Ohio State, Michigan, and Penn State are in the top bracket, potentially seeing $190 million up front.
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But not everyone is happy. Michigan and USC have been hesitant to sign on. Why? Because they know their value is higher than the rest. It’s creating a "haves and have-mots" situation inside a conference that used to pride itself on equal distribution. Basically, the Big 10 is becoming a mini-NFL, and the internal politics are getting messy.
Why the 2026 Playoff Expansion Changes Everything
The Big 10 isn't just a conference; it’s a voting bloc. Right now, there is a massive push to expand the College Football Playoff from 12 teams to 16 or even 24 by the time the 2026 season kicks off.
Commissioner Tony Petitti is pushing the 24-team idea. Critics say it waters down the regular season. Petitti’s counter-argument is simple: if you’re an 8-4 team in the Big 10, you’re still one of the best 20 teams in the country. Why should you be out while a 12-0 team from a mid-major conference gets in?
- The 16-team model: Favored by the SEC. 5 automatic bids, 11 at-larges.
- The 24-team model: The Big 10’s "insane" dream. It would effectively turn the conference schedule into a season-long playoff qualifier.
Honestly, the "Group of 5" schools are barely hanging on. The Big 10 and SEC have the scepter of power now. They are the ones who decide if you get a seat at the table.
The Brutal Reality of the Mid-Table
What about the schools that aren't Indiana or Ohio State?
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Life is tough for Luke Fickell at Wisconsin right now. He’s 17-21 since taking over. The fan base is restless. When you see schools like Illinois and Minnesota actually putting up fights—both went 5-4 in conference play this year—the pressure on the "traditional" powers to perform is suffocating.
Purdue went 0-9 in the league. 0-9. That’s what happens when you have a conference this deep. There are no "off weeks" anymore. You don't get to play three cupcakes and then coast. If you aren't spending $20 million on your roster, you are going to get buried.
Misconceptions People Still Have
Most fans still think of the Big 10 as "three yards and a cloud of dust." That is a myth.
Indiana’s offense averaged over 42 points per game this season. Oregon is a track meet. Even Iowa—yes, Kirk Ferentz’s Iowa—is actually scoring points now (well, 29 points a game, which for Iowa is basically an offensive explosion).
The weather still matters in November, sure. But the "identity" of the Big 10 is now speed and NFL-style schemes. If you aren't recruiting kids from Florida and Texas who can run a 4.4, you aren't winning this league.
Actionable Insights for the 2026 Season
If you are a fan or a bettor looking at the Big 10 football conference moving into the 2026 cycle, keep these shifts in mind:
- Follow the Roster Spend: Keep an eye on the "NIL Go" portal reports. Schools that max out their $20.5 million revenue share will have a distinct depth advantage over those relying solely on student fees and booster "fatigue."
- Watch the Schedule Travel: Teams flying across three time zones (like UCLA going to Rutgers or Washington going to Maryland) struggled significantly in 2025. This travel tax is a real factor in point spreads.
- Quarterback Stability: The league is dominated by veteran transfers. Indiana’s success with Fernando Mendoza proved that you don't need a 5-star recruit from high school; you need a 22-year-old who has seen everything.
- Coaching Transitions: Keep a close eye on Michigan and Penn State during the spring portal window. Whittingham and Campbell are elite, but they are inheriting rosters built for different systems. Early 2026 will be "rebuild" mode for these giants.
The 2026 format change deadline is January 23. By then, we’ll know if the Big 10 has successfully bullied its way into a 16- or 24-team playoff, which will dictate how every coach in the conference manages their roster for the next twelve months.