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PROVO — From putting stickers in strategic spots in the locker room bathrooms to the former coach refusing to say the rival team's name, the Utah football program always amps up the emotion and intensity for the BYU game.
For the Cougars, at least from the boss's perspective, the Utes are no different from the slew of no-name programs that always comprise half the schedule. No wonder Utah has dominated the rivalry of late, holding a four-game winning streak and having won nine out of the last 12 games.
And maybe it's time to add Utah State as a rivalry game. The Aggies, who won in Provo last week for the first time in 35 years, have beaten BYU twice in the last five years. Two of the USU losses have been by a combined six points.
No wonder some football alumni have reached a boiling point. Venting his frustrations on Twitter, former linebacker Jordan Pendleton wrote:
I just wish for once #BYU will start treating in state rivals like the other 2 schools do! It is not just ANOTHER game.... — Jordan Pendleton (@Penny_1) October 4, 2014
Pendleton followed it up with:
Utah State will always want to beat us more than we want to beat them... Same with Utah. That needs to change! — Jordan Pendleton (@Penny_1) October 4, 2014
His plea won't get through to coach Bronco Mendenhall, who doesn't place more emphasis on any individual game. And while last week he did label Utah State a rivalry game, the comment seemed like more of a shot against Utah, which has taken BYU off the schedule for two years.
Promoted from defensive coordinator before the 2005 season, Mendenhall inherited a program that was in shambles. Besides coming off three consecutive losing seasons, BYU football was tainted with highly embarrassing and public off-the-field scandals.
Almost overnight, Mendenhall stabilized the program with his level-headed approach. His message was a model of consistency, liberally sprinkled with LDS religious overtones.
He also coached a few outstanding football teams, including a four-year run in which BYU went 43-9. But the Cougars have failed to keep pace since 2010, losing each time to Utah and twice overhauling the coaching staff on offense.
Still, the message remains the same, particularly with regard to putting extra sizzle on any individual game. Three days after losing to Utah State, Mendenhall said as much.
I want to win every game, regardless of who we play. I think the thought that based on where a team is from, and how you are going to try harder or prepare harder, I don't know how to do that. I try as hard as I can for every single game.
–Bronco Mendenhall
"I want to win every game, regardless of who we play," he said. "I think the thought that based on where a team is from, and how you are going to try harder or prepare harder, I don't know how to do that. I try as hard as I can for every single game.
"To say now I will try harder because when you try as hard as you can, no matter what, what does that mean? "So I think it is a complete misnomer, and a complete exaggeration, and quite frankly I am disappointed if it come from anyone that has been here since I've been the coach."
Pendleton, who played for Mendenhall from 2007-11, does not stand alone. Several former players, including one of the program's best linebackers, share similar thoughts to a degree. Kyle Van Noy, now with the Detroit Lions, originally didn't agree with placing more emphasis on rivalry games but then changed his stance as he expounded on his answer. Van Noy's outstanding college career coincides with BYU's current four-game losing streak to the Utes.
"I just think more guys need to understand what's at risk, and that comes from the head man," he said. "I think he should (consider a rivalry game more important)."
After watching some of the Utah State game, Van Noy was displeased at BYU's performance on defense. The Aggies scored 35 points, joining Virginia as the second consecutive team to go over 30 points against BYU.
Not short on opinions, Van Noy doesn't get why Mendenhall turned over the defensive play calling to Nick Howell this season.
"I didn't understand why Bronco, who is one of the best defensive minded coaches in all of college football, would hand the reigns over to someone who doesn't have the experience in my opinion," Van Noy said. "(Howell is) still learning the system, and I think he could still learn under coach Mendenhall, who is unbelievable."
