Very very fragmented! The B10 hometown U , Northwestern , is sometimes almost an afterthought. The Illini of course have their piece, ND is only 90 minutes away, all the other B10 have their constituencies- Michigan probably the largest with Wisconsin big also. Then you got the smaller non football schools like Depaul and Loyola and a few others. I'm leaving out a few more but a crazy level of competition for fan/media attention .