re: How did the 12 SEC teams agree on these East & West permanent rivals for over a decade?

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Everyone knows the heated rivalry of Ole Miss vs UGA. It's been played an astounding 45 times in history. Truly a rivalry to behold.

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The only other teams from the west that UGA has played more are Auburn and Alabama. UGA has only played Tennessee 53 times (22 times before both were placed in the SEC East).

It wasn't a rivalry, but UGA and Ole Miss were at least somewhat familiar with each other in terms of having played a fair number of games. Alabama is the only other west team that might have made more sense from a "rivalry" perspective.