I have a great idea... let's just not schedule Pitt ever again.
This is the equivalent of Coke-Cola paying for and running commercials with taste tests against RC Cola. There are some "niche" people who probably prefer RC cola over Coke, just like there are fans of Pitt football. Having a brand like Coke challenge or compare themselves to RC Cola, only brings down Coke to the level of RC Cola or boosts RC Cola up to the level of Coke. There is nothing for Coke to gain here... RC Cola is insignificant to Coke and the small number of people who prefer RC Cola aren't going to impact Coke at all. The only people who seem motivated to see the Coke vs RC Cola taste test are the ones who live in the area where RC Cola does have some popularity or maybe they were alive when RC Cola was a more significant player in the cola industry. Sure, the Coke fans can brag about how they won the taste test over RC Cola, but this is generally expected and 8 out of 10 times Coke would win the taste test.
To be fair, maybe Penn State should be compared to Pepsi instead of Coke, but then again, Pitt football could be compared to A-Treat Cola as opposed to RC Cola. Either way, the comparison is relative.