It’s been nearly seven years since Washington clinched a College Football Playoff berth in 2016, the last time a team represented the Pac-12 in the final four. Since then, the conference has struggled to have a team reach the heights of the college football elite and find an identity, especially with the mass exodus of all but two of its members.

In the wake of the conference’s collapse — in possibly its final season — the Pac-12 has risen toward the top regarding media buzz, potential draft names and rankings. Whether it be positive or negative publicity, the Pac-12 is getting something it has desperately needed for a while: attention.

In five of the six college football weeks thus far, the Pac-12 has occupied one of the top two spots in terms of total viewership for a game. While one might attribute this buzz to the success on the gridiron, it is undeniable that certain Pac-12 coaches have influenced the narrative. These coaches have been making names for themselves not just as leaders of the game but as outspoken characters and defenders of their teams’ identities.

While the addition of Head Coach Deion Sanders has changed Colorado’s (3-2, 0-2 Pac-12) football program on the field, it has also added a big personality to a boiling cauldron of angst among other coaches. One example of this came prior to Colorado’s matchup with Oregon (5-0, 2-0), where the Ducks’ Head Coach Dan Lanning told his team that “[Colorado’s] fighting for clicks, we’re fighting for wins,” expressing his clear resentment against a team that has gotten publicity despite being unproven.

The irony of Lanning’s statement is that the real teams “fighting for clicks,” or recognition, rather, are Washington State (4-0, 1-0), and Oregon State (4-1, 1-1). On a recent College GameDay segment, ESPN’s Lee Corso referred to the two teams’ matchup as the “nobody wants us bowl,” in reference to the fact that Oregon State and Washington State still are the lone teams yet to find another conference to join after this season.

Washington State Head Coach Jake Dickert immediately took issue with this statement, saying, “I don’t really understand it. What’s the merit once again?” and “The facts say people watch the Cougs.”

Dickert has reason to be upset; Corso’s comments undermine what Dickert and his team have been able to achieve this season despite having zero five-star recruits and uncertainty about the program’s future. How does this connect to Colorado’s resurgence? Well, Dickert’s frustration with Corso’s words is rooted in the fact that although the Cougars are undefeated, the dichotomy of national recognition between a tried and true program like Washington State and up-and-coming Colorado is immense.

While the drama between the coaches has generated loads of media attention, the star-studded Pac-12 has been dominant on the field. Five Pac-12 quarterbacks are featured in NFL analyst Mel Kiper’s recent top-10 list, a complete contrast to the most recent NFL Draft, where not a single Pac-12 quarterback was drafted. This difference in the conference’s final year, as it is known, has been critical in changing the college football landscape.

The on-field talent has contributed to a multitude of contending Pac-12 teams; USC, Oregon, Washington, Washington State, Oregon State and Utah are all ranked. As far as the remaining teams, only Arizona State and Stanford hold losing records. The Pac-12, a winning conference, has not only generated popularity, but also has a legitimate chance to break its streak of College Football Playoff absences.

While the Pac-12 may not be around for much longer, the conference has left its mark on the 2023 season, one that its personalities, prospects and prosperity will forever define.