College Football’s Irish ‘Farmageddon’ Is All About Growth

Dublin, Ireland, is hosting “Farmageddon,” the annual football clash between the Iowa State Cyclones and the Kansas State Wildcats. Before Saturday, the rivalry, played without interruption since 1917, had never left the Midwest. How could it? Farmageddon, like other great college rivalries, is as much about regional identity and pride as it is about football. Outside of the Midwest, who could hope to match the atmosphere — or the wintry weather — of a farm state showdown?

The answer to that question used to be obvious: Nobody! But the changing economics of college football have changed that. The sport’s focal point is shifting away from the communities that fostered it toward national and even international audiences. Along the way, tradition — the essence of college football culture — is giving way to revenue optimization and audience growth strategies.