IOWA CITY, Iowa - Everybody wants the gold until it's time to make sacrifices. For football fans in this part of the country, that's going to be freezing your asses off late in the season. The 2023 camapign kicked off a seven-year, $8M deal the Big Ten signed with its TV partners. As such, the media rights owners decided when you play. Their goal was to fill every possible available programming window so they can get paid from their sponsors.