are part of the arms race. >> the university of central florida and the conference are required to buy 10,000 seats at 50 bucks a pop. it's up to the university to sell its share of tickets. not easy when the game is at christmas time and the game is in memphis. if they cannot sell the tickets it and the conference eat the rest. how much money is a university willing to lose? >> if you would lose $100,000, would that be too much? >> i don't know. 200,0$200,000 might be stretchi. >> it is like a commercial, one that gets a lesser known school's name out there. so don't be surprised if one day soon those 35 ball games will