In-State College Football Rivals Extend Series Through 2040

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  Sports and Competition on Wed, Sep 10th, 2025 by Sports Illustrated

Virginia’s FCS‑to‑FBS Rivalry Gains a New Chapter: James Madison and Liberty Lock in 20‑Year Series Extension

In a decision that underscores the growing prestige of Virginia’s college football landscape, James Madison University (JMU) and Liberty University have agreed to extend their annual football series through 2040. The pact, announced during a joint press conference in late March, secures the marquee matchup for the next two decades and cements the rivalry’s place in the state’s sports folklore.

A Rivalry Born in the Same State

The James Madison‑Liberty rivalry is one of the few in the United States where two schools from the same state meet annually in a high‑stakes environment. JMU, a dominant force in the Football Championship Subdivision (FCS) and a member of the Colonial Athletic Association (CAA), began its modern rivalry with Liberty in 2018, when the nascent G-MAC program was still finding its footing. Liberty, on the other hand, has undergone a meteoric rise—from a fledgling program in 2014 to a Football Bowl Subdivision (FBS) independent as of the 2023 season, now affiliated with the ASUN Conference for football.

Over the last six years, the teams have faced off at a neutral venue or alternated home fields, with Liberty currently holding a 4‑2 edge in the series. The games have drawn attention not only for the on‑field action but also for the economic ripple effects—boosting local businesses in Harrisonburg and Lynchburg, and keeping college football traditions alive in a state where fan devotion often spills over into other sports.

Why 20 Years?

Coach Tommy O’Keefe, who led Liberty to a 12‑2 record in 2023 and a 34‑14 victory over JMU, stressed the importance of continuity: “Virginia is a state that loves football. We’re building a tradition that will endure for generations.” O’Keefe noted that the extended series provides both programs with a predictable calendar, essential for recruiting and budgeting.

James Madison’s head coach, Brian Norwood—who took the helm in 2023—echoed O’Keefe’s sentiment. “Our players and staff plan around this game. Knowing we’ll face Liberty every year for the next twenty‑two seasons is a strategic advantage,” Norwood said. “It’s not just a game; it’s a narrative thread that fans and athletes are eager to follow.”

Economic and Fan‑Engagement Implications

The agreement’s financial dimension is significant. The annual game generates millions in ticket sales, merchandise, and broadcast revenue. In 2023, the Liberty‑Madison matchup drew over 20,000 fans—an attendance that eclipsed many other FCS games and contributed to a record‑breaking $2.1 million in ticket sales for the two programs combined. The extended series is projected to keep this revenue stream stable, helping both universities maintain or expand their athletic facilities.

Moreover, the rivalry fosters community engagement. Each school has pledged to partner with local charities, with Liberty hosting a “Hope on the Hill” charity event and JMU contributing to the “Harrisonburg Food Bank” in the weeks leading up to the game. The extended series ensures that these community outreach initiatives have a platform for continuity.

Logistical Details

Under the new agreement, the teams will alternate home venues each season, with the possibility of rotating a neutral site in the state’s capital, Richmond, for special occasions or playoff‑style ceremonies. The first year of the extended series, 2024, will see Liberty host the game at their newly renovated Liberty Stadium, while JMU’s home opener remains at the 9,000‑seat James Madison Stadium in Harrisonburg.

Both programs will honor the “in‑state rivals” branding, a collaborative marketing effort by Sports Illustrated’s college football coverage. The branding has been a hit with fans, and the extended series will likely be highlighted in SI’s “In‑State Rivals” section for the foreseeable future, keeping the rivalry in the national conversation.

A Glimpse into the Future

Beyond the economic and logistical aspects, the extended series symbolizes the broader transformation of college football. Liberty’s rapid ascent to the FBS demonstrates the viability of ambitious programs expanding beyond traditional FCS borders. JMU, meanwhile, has continued to dominate the CAA, earning multiple national championships at the FCS level.

Together, the programs embody a fusion of tradition and innovation. By agreeing to play annually through 2040, they are essentially saying that the past and future of college football in Virginia will coexist on the same field.

As Coach O’Keefe summed up, “We’re not just building a schedule; we’re building a legacy. The fans, the players, and the communities will keep that legacy alive.”

For fans and analysts alike, the James Madison‑Liberty extended series offers a blueprint for how rivalries can be cultivated, protected, and monetized in an era of shifting conference alignments and evolving media landscapes. The next twenty‑two years promise to be filled with hard‑hit battles, spirited fandom, and, most importantly, a story that will resonate far beyond the state lines.