The SEC has ESPN/Disney and their TV revenue will be less than the BIG
If you are the SEC you go second, now you know the market, and SEC games typically draw as big or bigger numbers than average Big 10 games, the contracts the SEC will agree to will be as big or bigger than any previous contract.
Although football is the king of this contract, the SEC has a much better all around sports environment than the Big 10...which carry some weight.
But CBS usually had the marquee SEC matchups, so I guess that’s going away.