MSU featured in 2026 Big Ten ad showcasing student success, economic impact

Michigan State University, for the second year, is featured in a new “We Are Here” advertisement highlighting Big Ten universities’ leading role in educating students and driving economic prosperity. As with the first ad, the second spot was developed by a creative team made up of staff from Big Ten member universities, including members of MSU’s University Communications and Marketing staff, under the auspices of the Big Ten Academic Alliance.

A new independent economic impact study by the Michigan Association of State Universities shows that Michigan State University and its public university peers generate nearly $45 billion in net new economic activity each year. Together, they support more than 129,000 jobs and contribute over $7 billion in state tax revenue. MSU alone accounts for approximately $9.7 billion of that total, highlighting its role as one of Michigan’s leading engines of research, workforce advancement and economic growth.

Home to more than 51,000 students representing 139 countries, all 50 states and each of Michigan’s 83 counties, MSU serves as a truly global and inclusive hub for higher education. The university reported $992 million in research expenditures last year — a 6.5% increase over 2024 — bringing it closer than ever to the $1 billion annual research milestone, as highlighted in MSU 2030: Excellence for Global Impact. Importantly, every dollar invested in public research returns more than two dollars to Michigan’s economy, demonstrating the powerful and far-reaching impact of MSU’s research enterprise.

“From the classroom, where students are enriched by rigorous academic programs taught by our world-class faculty, to our presence in all 83 counties, Michigan State University fulfills its land-grant mission every day,” said MSU President Kevin M. Guskiewicz, Ph.D. “We are a powerful catalyst for workforce and economic development, meeting the current and future needs of Michigan and beyond. MSU’s inclusion in the new Big Ten advertisement underscores the collective academic excellence and economic impact our institutions deliver in service to the greater good.”

Together, the 18 members of the Big Ten Conference are educating more than 810,000 students, preparing them for successful lives and careers. The Big Ten’s collective graduation rate is more than 20 points above the national average and member universities have more than 9.2 million living alumni.

The first ad in the “We Are Here” series began airing this past fall and has generated more than 250 million impressions across Big Ten broadcasts to date. It focused on how Big Ten universities make America healthier, safer and more prosperous — from discovering new medical treatments to developing healthier foods to driving economic growth.

“The success of our students is our first priority, and Big Ten universities lead the nation in providing access to an excellent and valuable college education. And after graduation, our students go on to join the more than 9 million alumni who are making a difference in communities around the nation and world,” said University of Maryland President Darryll J. Pines, who chairs the Big Ten’s Council of Presidents and Chancellors. “We’re proud to be part of a conference that shares a commitment to academic and athletic excellence, and that showcases both on a daily basis.”

“Big Ten universities are committed to wide-ranging achievement, from athletics to research to public service,” said Big Ten Commissioner Tony Petitti. “As millions of fans tune in to root for their favorite team, we have an opportunity to illustrate the countless ways our member institutions and alumni make an impact in their communities and around the world.”

The ad will air on linear and digital platforms during sporting events featuring Big Ten universities, utilizing airtime allocated to the conference as part of its media agreements, including the Big Ten Network, or BTN. This new initiative builds on other conference efforts, including research vignettes highlighting the impact of university research that air during select BTN sporting event broadcasts.

The new ad began airing during Big Ten basketball games and other winter sports in January. It is the second in a planned series of three ads that features footage from all 18 Big Ten universities.