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April 4, 2022 26 min

Many universities are changing conferences in football and basketball. They're looking for a pot of gold with respect to increased funding, improved enrollment, better rivalries, and brand development. But Georgia State professor Stephanie Herbst Lucke, a former collegiate All-American herself, says not so fast. Her study finds that in the long run, spending millions to switch conferences may not be worth it for most schools. 

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