In college football, branding is everything. Schools like Alabama, Ohio State, and Michigan draw attention and big-time recruits, while lesser-known programs like Indiana are left fighting for relevance. However, there’s a deeper, more systemic issue in play here: brand name bias, a phenomenon where historical success and media exposure disproportionately affect a program’s perceived worth and recruiting power.
Indiana football has long been overshadowed by the juggernauts of the Big Ten. Despite fielding competitive teams, Indiana is often seen as a “stepping stone” program rather than a destination. This bias is not only frustrating but also a direct reflection of how college football prioritizes legacy over actual performance. Todd’s Take will explore how Indiana football is unfairly sidelined and what the broader implications are for the future of the sport.
The Myth of Legacy vs. Reality
Indiana’s football program is often dismissed as “mediocre” or “uncompetitive” despite evidence to the contrary. In recent seasons, they’ve become a consistent bowl team, often punching above their weight in a conference loaded with historical powerhouses. In 2020, they finished ranked in the top 12—an impressive feat in a conference dominated by the likes of Ohio State, Penn State, and Michigan. Yet, despite that success, their on-field accomplishments continue to be downplayed in favor of name-brand programs.
Consider this: Indiana has a higher all-time winning percentage than some of the most storied programs in college football history. Yet, when it comes to national conversation, the Hoosiers’ successes are viewed as outliers rather than signs of genuine program development. The media and national pundits have a tendency to ignore the program’s upward trajectory, focusing instead on the brand power of bigger names.
The Recruiting Disadvantage
Brand name bias isn’t just a media issue; it also manifests in recruiting. Big-name programs can sell recruits on tradition, national championships, and high-profile alumni. Even in the digital age, the allure of wearing a Michigan or Notre Dame jersey remains significant. For schools like Indiana, this presents an inherent disadvantage.
Indiana football has made significant strides in recent years, producing NFL talent like offensive lineman Cody Whitehair and running back Tevin Coleman. Despite this, they are often overlooked by top-tier high school athletes who prefer to play for programs with flashier reputations. This bias against Indiana in recruiting doesn’t simply occur on the field—it reflects a cultural bias that can lead to long-term stagnation.
The Coach Factor
Indiana has had its fair share of coaching changes over the years, which further complicates the program’s efforts to develop a consistent identity. However, it’s not that the coaching staff lacks talent or drive—it’s that they’re often judged by an unfair yardstick.
When a program like Ohio State struggles, there’s instant media attention and the assumption that it’s a temporary setback for an elite program. When Indiana struggles, it’s seen as evidence that they will never overcome their mediocrity. It’s hard to build a sustained winner when every setback is amplified and used as proof of your program’s deficiencies.
Tom Allen, the current head coach of Indiana, has been an exception to this narrative. He has demonstrated the ability to recruit effectively and develop players, leading the Hoosiers to multiple bowl games and even knocking off top-ranked teams like Penn State and Michigan. Yet, despite his success, Allen remains a “lesser” name compared to the likes of Jim Harbaugh or Ryan Day, which continues to reinforce the idea that Indiana can only achieve success through luck rather than sustained excellence.
The National Media’s Blind Spot
The media plays a significant role in the perpetuation of brand name bias. Networks and sports commentators are often more likely to cover games featuring marquee matchups between teams like Ohio State, Michigan, and Alabama, regardless of the actual stakes involved. When Indiana is featured, it’s often as a footnote or as a team that’s just “filling out the schedule.” The Hoosiers might beat a ranked opponent, but their win is rarely given the same weight as a win from a more recognizable program.
This lack of exposure impacts recruiting, television deals, and, ultimately, the program’s bottom line. The bias is especially evident when it comes to coverage of bowl games. If Indiana isn’t playing in a New Year’s Six game or a playoff contender, their bowl appearances are relegated to secondary networks, while other programs get the prime-time slots, regardless of the actual quality of play.
The Future of College Football
The brand name bias affecting Indiana football isn’t just a problem for the Hoosiers—it’s a problem for college football as a whole. The sport is filled with schools that have the potential to build dynasties if given the resources and recognition. However, when programs like Indiana continue to be stuck in the shadows, it reinforces the notion that only a select few schools are worthy of attention.
If college football truly wants to be about merit, it must begin to focus more on what teams are doing now, rather than what they did 50 years ago. The same media that elevates “traditional powers” must recognize the future of the game isn’t just about historical success, but about what’s happening today.
For Indiana to gain the respect it deserves, there needs to be a fundamental shift in how we view college football’s “elite” programs. Hoosier fans and football aficionados know better than anyone: the bias against Indiana isn’t just unfair—it’s downright unearned.
Conclusion
Indiana football may never have the same brand recognition as Ohio State or Michigan, but that doesn’t mean it’s any less worthy of attention. The Hoosiers are a program with passion, talent, and potential, constantly undermined by an institutional bias that elevates the past over the present. If the sport is going to grow, it’s essential to recognize the teams that are fighting hard today, regardless of the historical narrative. Indiana football deserves better, and the whole of college football would benefit from embracing a more equitable, merit-based system. Until then, Todd’s Take will continue to call out the glaring brand name bias that keeps Indiana—and many other programs—on the wrong end of the conversation.