Regaining Relevance

7 comments so far November 25, 2009 by Darren K. Carlson

Regular readers of this site know I have often discussed the importance of media coverage in football generally and for the Huskers specifically. The key point in my arguments always being that the path to a program being powerful, important and, yes, dominant starts with a first step - achieving relevance. Relevance, not just locally but regionally and nationally is the first gateway to Nebraska being what it once was more than a decade ago. And more times than I care to remember, my calling for that return to relevance was dashed with pretty sound defeat. Now, born from a North Division title, a stout defense and a superstar player, the Huskers are mildly noteworthy to people outside the Big 12 territory once again. They also have a huge new window of opportunity right in front of them. Can they take full advantage?

Defining Terms and Stakes
Just a quick refresher about what it means to be nationally relevant in the world of college football. Nebraska is always (always!) relevant locally. In cafes and bars from Omaha to Albion, you can mention Husker football, and get a thoughtful response. Nebraska is also powerful regionally. People in the Big 12 have more than just a passing interest in NU. After all, they are competing with Nebraska. But, Nebraska hasn't really mattered on a national scale in quite some time. Really, the last time a passive college football fan in general living in Washington DC or San Francisco found themselves caring about Nebraska was probably debating the merits of firing Frank Solich after winning 9 games in 2003. Maybe (maybe!) when NU hired/fired Bill Callahan.

I'm dead serious. Get past your Husker love and bias, and you'll know I'm bringing truth. If you live in New Jersey, ask the NFL fan two cubicles down about the last time he gave two cents worth of real thought to Nebraska. It had to be at least 5 years ago.

So, that's what I'm talking about. We know Nebraska matters in Nebraska. Hell, you're reading this site aren't you? But does the guy in Wisconsin care? Probably not. Why does it matter? There are lots of reasons, pick any of the following - television revenue, marketing opportunities, recruiting. Or, consider that college football - in its most true essence - is a sport defined and decided by public opinion. That's what makes it so amazing and insane. So, if you want to be ranked highly, want to have a leg up in the BCS chase, want to be a big deal, then first you have to be in the conversation. They have to spell your name right.

Squandered Opportunities
Gaining relevance in the new media age is tough. Sure, you can build a steady tribe of followers. But, with nearly countless media outlets and channels, topics and polls, capturing and holding the public's attention at large has neve been harder. When you have a shot, you had better make the most of it.

The Huskers missed windows of opportunity to be relevant under Bill Callahan. They popped back up on the fringe of the national radar when Osborne returned and Pelini was hired. But, mostly, we all know Husker football has sort of mired in the hinterlands of this country for a good spell.

Nationally televised games against USC and Texas, a Big 12 Title Game appearance, and fleeting moments with a high poll rankings were all squandered in the last 5 years. I still care deeply about this team, as do you. But the guy reading the morning paper in Connecticut doesn't.

Suddenly Worth Discussing
Don't look now. Don't jinx it. But Nebraska football is starting to re-enter the national consciousness again. They are getting mentioned in national publications and web sites. They get discussed on ESPN radio. Sure, a lot of this is by virtue of their upcoming opponent (Texas) and the spoiler role NU just might play in a BCS mess scenario. But, was that not earned by virtue of capturing the North division championship? I think so. And, having a nationally recognized and respected defense makes a difference. Absent that, wouldn't national media types view NU as little more than a sacrificial lamb like many did to Missouri a year ago at this time? Sure. So, Nebraska has also earned it with their quality play.

The Huskers also have a recognizable name and face. No doubt, Ndamukong Suh is front and center in NU's regaining relevance. He's doing what Zach Taylor and Adam Carriker could not - capturing people's imaginations and conversations. He's good enough and unique enough to play his way in to a lot of hardware, the top of NFL draft boards and maybe an outside chance at an invitation to New York as a Heisman finalist. And, his broad shoulders are dragging NU's national reputation with him.

A Massive Window of Opportunity
So, here is what's next. Nebraska's next two games are on national television (except for the folks in San Antonio). They get a fairly unsegmented audience of turkey-stuffed football fans for whom they can strut their stuff. Are they up to it? Under Pelini, they have already missed a couple of smaller windows. Remember getting drubbed by Oklahoma a year ago? Or, do you recall the sick feeling of dropping two straight after riding high following a victory over Missouri? The Huskers need to not only live with success, but embrace it, and own the obligation that comes with attempting to be great.

Can they beat Colorado impressively enough that it turns some heads in Utah? Can they compete hard enough with Texas to impress somebody in Tennessee? The answers to those questions will define how well Nebraska can become nationally relevant again. Win, and the masses will care.

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