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January 2012, NCAA-Conferences
Legends and Leaders are Here to Stay
Market research revealed that two-thirds of those polled were content with the Big 10's divisional names. This should come as no surprise: if fans are content with a 12-team league that's labeled as ten, clearly names are of little importance.
Surveys were conducted on Big Ten campuses during the 2011 football season, showing people became more accepting as the season went on. The one-third who did not like the names, which were introduced with Big Ten expansion in 2010, said they preferred geographical names and described the names as "confusing" and "arrogant," the Chicago Tribune reported.
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