This may be the only time I ever say this: “Way to Go, Michigan!”

Wait, wait-don’t throw down the paper in disgust. Thursday, Ohio State and the University of Michigan announced they had declined a $1 million offer from SBC Communications to sponsor the annual Ohio State-Michigan football game. SBC demanded the game be renamed “The SBC Michigan-Ohio State Classic” in exchange for its sponsorship.

After news of the potential deal leaked, disgusted calls and e-mails calling the idea a sell-out poured in from Michigan fans and alumni. Soon after, OSU and Michigan issued a joint statement saying the deal had been scrapped.

SBC had hoped this advertising nightmare would cause thousands of OSU and Michigan fans to commence Pavlovian-style drooling as “SBC Michigan-Ohio State Classic” flashed in bright letters across the scoreboard. But during the game, a true fan would never stop cheering and think, “Gee, you know, SBC sponsored this game. Huh, SBC. I think should change my phone or Internet service to SBC. Yes. I think that would be the wise thing to do.” If these thoughts even start to cross someone’s mind during “The Game,” that person has no business being there. Please turn in those buckeye beads at the front gate and give that ticket to someone else.

Why do these companies feel they should go so far as to demand the rights to rename a game or a stadium? Is there really that much difference between “The Ohio State-Michigan Game, brought to you SBC” and “The SBC Michigan-Ohio State Classic”? Why do these corporate bigwigs feel they must go one step further and demand naming rights? Does defiling tradition really increase sales? Where does all this foolishness end? I can just picture it now: “Hello, my name is Kroger. This is my wife, Pespi, and my children, NASCAR and Prozac. We live at 1128 Value City Drive in the Starbucks house on the right.”

The point is, we as consumers are going to have to be the ones to put a stop to the madness. Just like Michigan, we must insist we do not support this kind of blatant brand exposure and make it known that just because a company audaciously slaps its name on something doesn’t make us want to buy it. In fact, it makes some of us never want to use those products or services again. We also need to live up to that statement instead of making idle threats. The theory of supply and demand really works.

So, as much as it pains me to say it, thank you, Michigan. Thank you for keeping some things sacred and not giving in to big corporate greed. I know many Ohio State fans agree. In fact, this may be a historic moment. Ohio State fans and Michigan fans are in agreement. Perhaps this is the first step in a new era, during which our differences and rivalries can be set aside. …Nah, who am I kidding? GO BUCKS! BEAT MICHIGAN!

Moni Wood is continuing education student in English. She can be reached for comment at [email protected].