I remember back in 2020, the original schedule called for Iowa and Wisc to play on Thanksgiving Saturday. At that time, there was speculation maybe they would set up a Black Friday double header every year involving some kind of rotation with Iowa, Wisc, Neb, and Minn. But I remember Wisc pushing back on that idea.
In the end, the original 2020 schedule got scrapped and Iowa-Neb ended up being the black Friday game after all, although Thanksgiving week was not the last game of the regular season that year so Iowa-Wisc was still the last game of 2020, sort of.
Flash forward to 2024, I guess Wisc is now OK with playing on Black Friday, at least for 1 year anyway. Not sure how much say Wisc had with the new TV contract.