The last time we heard about the University of South Florida putting up billboards, some genius in the sports marketing office decided to brag about the 17-7 victory over Florida State.
"Welcome To The Big Four, Bulls Fans," the billboard proudly proclaimed.
The Bulls were flying high and the suits in the athletic department were quite full of themselves, which prompted coach Jim Leavitt to be more than a little miffed.
Bragging is a two-way street.
Those 5-0 Bulls suddenly became the 5-1 Bulls when they were devoured on national television last Thursday night by Cincinnati, 34-17.
That loud thump you heard was the program crashing back to earth.
Some anti-USF fan decided it was a great time to rub some salt into the wounds.
"Welcome To The "Little Four" Bulls fans" said the new sign on an interstate bulletin board.
The sign proclaimed USF to be back in the company of Florida Atlantic, Florida International and Central Florida.
It was something to make USF and it fans cringe.
Of course, USF can make it all better next Saturday, but it will have to go on the road against a very tough Big East opponent, the Pittsburgh Panthers. Yes those 5-1 Panthers who jumped into the Top 20 this week, those Panthers who are 3-0 in the Big East.
Tough opponent, big game on the road.
And no one's bragging over at USF.
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