I am not sure that allowing a major corporation to attach their name to one of the biggest college sports rivalries is a good idea, but at least each school get half a million for the two year deal.

October 25, 2004
SBC Michigan-Ohio State Classic Deal Near Completion
ANN ARBOR, Mich. — One of the greatest rivalries in sports will soon have an official name and an official game logo. The University of Michigan and Ohio State University athletics departments announced today (Monday, Oct. 25) they are finalizing details on an agreement with the SBC family of companies to sponsor the SBC Michigan-Ohio State Classic.
Once the agreement is finalized, it will extend the telecommunications company’s existing relationship with each school while providing additional funds to help support other varsity sports. The sponsorship is expected to begin with the 101st meeting between the two football teams, Nov. 20, 2004, in Columbus and extend through the game next year in Ann Arbor.
The SBC Michigan-Ohio State Classic is expected to model the longstanding SBC sponsorship of the annual SBC Red River Shootout — the rivalry football game between Texas and Oklahoma within Big 12 Conference play.