Universities make scheduling sacrifices not just for the lucrative contracts but also because few visuals build the brand better than an appearance on ESPN’s road show "College GameDay." (In November, it had John L. Hennessey, president of Stanford, out on the Oval at daybreak working the crowd.) The school spirit conveyed by cheering thousands — there were 18,000 on Francis Quadrangle at the University of Missouri, Columbia, on Oct. 23, 2010, for "GameDay" — is a selling point to students choosing colleges. When Missouri first started recruiting in Chicago a decade ago, few prospective students had ever heard the university’s nickname, "Mizzou," according to the admissions director, Barbara Rupp. "Now they know us by ‘Mizzou,’ " thanks in part to "GameDay." "I can’t deny that," she said.