USC and UCLA have long been the standout college sports schools on the West Coast for decades. USC in football and UCLA in basketball. They've been part of the Pac-12 since long before there were even 12 teams. 

But that could change soon. There are now multiple reports that the two schools are in talks to join the Big-10 Conference as early as 2024. The Big-10 is Midwest-based and home to schools like Ohio State, Michigan, Penn State and Wisconsin. Daniel Durbin is a professor of communication and director of the Institute of Sports, Media and Society at USC Annenberg.