Good morning, and thanks for your continued support of Extra Points.

Quick housekeeping note: By the time you read this, I should be on a flight to Nashville for the NCAA Convention. I’m in town until Friday AM…and if you’re in the neighborhood, I’d love to say hello!

Last Monday, North Dakota State and Montana State battled in the FCS National Championship Game. The Bison raced to a 21-3 first half lead, only for the Bobcats to nearly claw their way all the way back. It was a thrilling game, eventually won by NDSU, 35-32.

But in between the offensive exploits of both teams, if you were watching at home, you might have caught something a little…unexpected.

A TV commercial for Montana State’s hated rival…the Montana Grizzlies. Specifically, this commercial:

My first thought, along with many others who do not live in Big Sky Country, was that this was a delightful Troll Move by the University of Montana.

But I wanted to double-check, so I reached out to both the university athletic department and general university relations department. I told them that if this was a move born out of rivalry, that I thought it was very funny and approved…but that I wanted to make sure that was the case.

As is often the case, my initial assumption was wrong. Multiple officials at Montana told me that, no, this ad buy had absolutely nothing to do with wanting to poke at Montana State. The truth was more complicated…and, in my opinion, more interesting.

First, it’s important to remember some important things about Montana

Subscribe to Premium to read the rest.

Become a paying subscriber of Premium to get access to this post and other subscriber-only content.

A subscription gets you:

• FOUR newsletters a week

• Access to every single article in our archives

• Access to Athletic Director Simulator 4000

• Free digital copy of the What If? ebook

• TWO MONTHS FREE compared to monthly pricing