Abstract
Conference realignment in NCAA college athletics impacted traditional rivalries and affiliations as it took shape from 2010 to 2013. As schools traded conferences, their college football programs were left to compete against new foes, and in new markets for high school athletes. The impact of brand recognition, prestige, and new conference affiliation on recruiting are examined herein. The findings of the market competitive externalities are important for every labour market in which business opt to compete.