So, Big Ten boss Tony Petitti has been playing the role of big baller for the conference. We’re talking about a massive $2.4 billion cash injection headed its way. The twist? The money partner isn’t some big private equity firm, but the University of California’s pension fund. A detail the league is eager to highlight. Still, some college football insiders say it feels like shaking hands with the devil or selling your soul. It’s one of those deals that look great right now but could end up eating you alive later.

So here’s how it goes. The Big 10 and UC investment fund would create a new company, “Big Ten Enterprises,” to handle all the media and sponsorship stuff, and the UC folks would basically get a 10% slice of that new pie. The said main idea behind this move is to make sure the c

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