There are a couple of other issues here: 1) Some schools charge more for tickets to the "big" games (Wisconsin is not one of them). So "name" opponents have a direct impact on revenue, even if the arena is full. 2) When they try and sell season tickets to the general public (not the avid hockey fans who are on hockey-l or message boards), the customer is look at shelling out several hundred dollars for season tickets. They will look at the entire schedule, and decide if it is worth the money. If they don't recognize teams, they are less likely to buy season tickets. 3) When they try and sell suites, then the money involved -- for both sides -- is even higher, and the company getting the suite has to be convinced that the suite (and the opponents) will be appealing to non-hockey-fanatic customers who they want to entertain Unfortunately, it isn't about hockey. It is about money. --david