In the summer of 2010, the landscape of university athletics in the United States faced the potential for groundbreaking change. U.S. university sports teams belonged to conferences — alliances of competing sports teams, often from similar geographic locations. Rumours of conference realignment were suggesting a significant shift away from traditional conference membership and structure. With renegotiations for a multi-year television contract looming, a prominent conference has announced plans for expansion, with the goal of securing a lucrative television agreement through new members. While considering factors such as resources, exposure and tradition, various conferences are actively pursuing one dominant institution in particular, the University of Texas. As a result, the Texas team faces a crucial decision: to leave its position for another conference and significantly alter the landscape of collegiate athletics or to remain a member of its current conference and face the ramifications involved in any additional fragmentation.