Bulls, Bearcats still seeking niche in football-mad markets

Nothing really compares to the University of South Florida's meteoric rise in college football - from nothing to a nationally ranked contender in just 13 seasons.

It's easy to appreciate the University of Cincinnati's turnaround into a national power - from afterthought to an Orange Bowl appearance.

And even though both programs are basking in the buildup for Thursday night's Big East Conference showdown game - the No.8-ranked Bearcats (5-0) face the No.21 Bulls (5-0) at Raymond James Stadium - there's no end to the salesmanship.

Cincinnati and USF exist in major metropolitan areas, vying for the consumer dollar along with a flock of professional sports teams. There are nearby tradition-laden programs, such as the Ohio State Buckeyes and Florida Gators, and neither ever has to worry about attracting attention or attendance.

USF has beaten Florida State - its first victory against one of the state's so-called "Big Three'' programs. On the heels of that, there's a nationally televised meeting against a top 10-ranked team. Still, nothing is automatic.

USF officials are working hard to create exposure for the game against Cincinnati, making multiple community and media appearances while offering $10 tickets for the upper deck.

The attendance goal is more than 60,000.

In Cincinnati, there is often a similar approach. On his way out of town to accept the Michigan State job in 2006, former Bearcats coach Mark Dantonio expressed concern over the city's support of the program. Cincinnati coach Brian Kelly said it has improved.

"I think we're starting to gain our own niche,'' Kelly said. "There's a segment of the market that is Bengals and it's not necessarily going to be a migration to Cincinnati Bearcat football. I think there's a high school football segment.

"But for those who like college football, we can give them a BCS school that plays a pretty good brand of football. That's where we are. That's really all I'm trying to do.''

USF running backs coach Carl Franks once was Steve Spurrier's assistant in Gainesville, where he saw UF's dominance in tradition and alumni.

He has witnessed a different type of power in Tampa.

"I think it offers something a lot different in a town that just had pro football,'' Franks said. "I mean, when you have that youthful exuberance, the marching bands, the cheerleaders, it's a different type of product that you're selling.''

ESPN's Lou Holtz, the former Notre Dame coach, doesn't have to be sold.

"Cincinnati might be a better team than Ohio State, especially offensively,'' Holtz said. "South Florida, if they beat Miami later in the season (Nov. 28), I'd have no problem calling them the second-best team in Florida.

"The biggest change I've seen in college football the last 10 years has been the conference affiliations. When the Big East reached out to South Florida and Cincinnati, it automatically made them national programs. They are playing at the highest level of college football and that says a lot, even with NFL teams in their towns.''

Pittsburgh coach Dave Wannstedt has a similar situation. His Panthers share Heinz Field with the NFL Steelers, the defending Super Bowl champions.

"If you try to compete with the NFL team and approach it that way, it won't work and it will be very difficult on you,'' Wannstedt said. "You have to look at the positives and magnify those. Just use things to your advantage and stay open-minded.

"At Miami, we had Vinny Testaverde at quarterback, we were 10-0 playing East Carolina in the last game, and I think we had 35,000 people show up. It can be different (than a traditional college town).''

But the rewards are great.

Cincinnati and USF forged hard-earned paths to Thursday night's game. For the winner, the biggest dreams are still possible.