by Max Brantley
University of Arkansas athletics was big business before Athletic Director Jeff Long came along, but he's introduced more wrinkles to marketing of the Hogs aimed at maximizing revenue.
Arkansas Sports360.com offers a good example with a behind-the-scenes look at hard-nosed negotiations over who would provide medical services for Hog athletes. A losing bidder thinks the deal hinged on making a financial contribution to the program. Long says absolutely not.