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Lee said he was intrigued at Maryland’s decision to promote its geography. He said that many schools that branded themselves in that fashion have done so to differentiate themselves from notable in-state rivals. That’s not an issue at Maryland, which has played the only other major-college program within its borders (Navy) just twice in the past 45 years.

While Maryland hopes its changes have a long-term impact, the short-term benefits seem clear.

“The merchandising opportunity can be big,” Lee said. “I think there’s a strong level of pride and a concept of civic pride or community pride or school pride or whatever you call it for different areas. Celebrating the state offers an interesting notion there.”