Just One More Reason to Hate the Buckeyes

For the small fee of $530,000 per year, at least through 2005 the annual Ohio State-Michigan game will be known as the SBC Michigan-Ohio State Classic. Ohio State will display a big SBC ad right on the scoreboard.

Now, I know money plays a role in all these kind of things. I do not pretend that big-time college athletics is pure love of the game stuff, but this is really ridiculous. I understand that bowl games have sponsors (my all-time favorite was the Poulan-WeedEater Independence Bowl) but regular season games. Seems crazy to me. Couldn't we all just pretend it's still innocent?