If anything, the rivalries enhance the brands (for all 4 schools).I think Creighton and Marquette have a ton of potential. I don’t see how Nebraska or Wisconsin impact those programs
And in MU/WI case, they don't really go after the same kids so they rarely clash on recruitment. Although lately, the few times they do, Marquette usually wins the battle. The facilities, resources, athletic performance programs, nutrition programs, etc all generally all superior at MU despite WI being very top notch.
Even though Scooter's holy grail of having a medical school hasn't been a thing at Marquette since they spun their program off as the Medical College of WI a few decades ago, they still work very closely and have an elite athletic performance research program and other health and athletic programs that really pay dividends for athletics.
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and positive points for UConn that has the Natty's and a national bball brand).