ESPN is the toughest negotiator in the broadcasting field, no one else is close.  They call the shots on price, touting their mantra that they are the only brand that matters on a national level. Throw in that they are in the ABC/Disney family, and that's a lot of power for a relatively small athletic conference to effectively counter offer against.  In the end, ESPN sticks to: "If you don't like our deal, then you will lose national exposure.  It's your 'choice.'"  IMG may be able to help some, but ESPN relishes it role as a big bad bully in such negotiations, and you can't argue with their success in the establishment of the brand, so it works.

Exposure is great, and as the WCC basketball brand grows, the money may follow.

voice