Looking at the top revenue athletic programs, Purdue is actually 37th. If I want the top 40, and include private football schools Miami, ND, and USC, then Purdue is the 40th team. Indiana is comfortably in, as well.
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PAC-10: UW, UO, Cal, USC, AU, ASU, Utah, Neb, KU, OU
BIG TEN: MN, UW, ILL, ND, IU, PU, OSU, UM, MSU, Iowa
SEC: Tex, A&M, Ark, LSU, OM, Bama, TN, Aub, UGA, UF
EAST 10: PSU, UK, UL, UVA, UNC, Clem, USCe, Miami, FSU
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Sorry, Mizzou, UK, UL - you're in no-man's land.
Sorry Neb, KU, OU, Texas teams, there's not enough teams out west
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Everyone plays everyone else in the conference. Head-2-head breaks a tie. For 3-way ties, they play rock-scissors-paper.