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Rutgers Football: This is How You Build a Brand

Hours on Twitter. Lunches on message boards. Signs in the stands.

For years, Rutgers fans have positioned themselves as New York's College team. They point to the Empire State Building being lit up red during important games. They point to the ratings.

They laugh when UConn talks about being the sixth burough or Syracuse preaches proximity. Pshaw, they say. We're the closest to New York.

We, Rutgers, are New York's team.

Um.

Well, unless you ask us to play in New York.

Over the next two years, both the football team (probably) and the basketball team will lose conference home games in order to play games in New York City.