Nebraska will play Iowa on the day after Thanksgiving, putting a merciful end to the 2017 season. The contest will feel much more like a wake than a game, given how things have unfolded. A best-case scenario will see Nebraska end the season at 5-7, making that two years in three that head coach Mike Riley has led NU to such a regular season record.

There has been considerable ink spilled about whether Riley will be fired at then end of the season (deep announcer voice – Riley will be fired) and who will replace him. Adding one more voice to that speculation on the decisions of athletic director Bill Moos wouldn’t really add much to the conversation.

So let’s take a look instead on what’s happening on the field on Friday, and in the hearts of Nebraska fans. Nebraska is facing Iowa on Black Friday. What does that mean?

Well, Moos wants it to mean that Nebraska is facing off against its conference rival. Here’s what he said on the Sports Nightly radio program (according to the Omaha World-Herald):

“I’m going to really push, to establish Iowa as being our rival,” Moos said on air. “We came into the Big Ten and we need a rivalry game, and I’ve already been to the Big Ten and talked to them about that so hopefully we can keep that Black Friday game and have that be Iowa each year.”

Moos sounds like he’s reading the writing of a smart and particularly handsome analyst and jumping in quickly to salvage Nebraska’s Black Friday game against Iowa each year.

(Deep announcer voice – Moos has neither read, nor heard of, the Double Extra Point).

That’s an encouraging sign, to see that Moos recognizes the value both of the Black Friday game and a rivalry against Iowa. Hopefully he’ll be able to convince the bigwigs in the conference (B1Gwigs?) to undo the schedule change that sees Nebraska depart Black Friday after 2020.

But, Husker Fan, it’s time for you to embrace Iowa as your rival. There’s a whole bunch of good reasons why now is the time.

First of all, it’s an acknowledgment of where the two teams are. Since joining the B1G, Nebraska is 3-3 against Iowa, with the Hawkeyes owning a two-game winning streak. Iowa and Nebraska have each been to one B1G conference title game, and Iowa has one more Rose Bowl appearance in that time than Nebraska.

Yes, Husker Fan, I know you don’t want to accept Iowa as your rival because you think you’re saying you judge Nebraska against the standard of Iowa rather than teams like Ohio State and Alabama.

At some level, I get that. A program like Nebraska, with its resources and history, should be aiming for national relevance in a way that a program like Iowa has not shown itself to be.

And yes, I know you felt like Colorado and Kansas State were forced upon you as rivals after the Big 12 took away Nebraska’s yearly meeting with Oklahoma, and you’re still pining for those “Bury Switzer” bumper stickers your father put on his station wagon.

Well, that ain’t happening. Nebraska isn’t – and shouldn’t – even considering departing the B1G. It is now a member of one of the two most powerful conferences in college sports. Through the Big Ten Network, Nebraska has access to one of the most innovative and far-reaching marketing outlets to showcase itself. Membership in the B1G enhances the credibility and prestige of the university as a whole.

Oh, yeah, and there’s also 51 million other reasons why the B1G is a great home for the Big Red.

So you can hold your breath until your face turns Sooner Crimson all you want. The future of Nebraska football is annual tilts against Wisconsin, Northwestern, Minnesota, Illinois – and, yes, Iowa – from now on. You can either keep pining for your lost love, or you can lean in and embrace Nebraska’s new home.

In some ways, Nebraska fans’ reluctance to do has been part of the problem. Nebraska’s performances against its divisional opponents has been pretty average. Yes, part of that has been a talent and coaching issue. But part of it, I’m convinced, is the team not really investing in its divisional home and really buying into the need to win consistently against the B1G West. And if the fans buy in, that just puts all the more pressure on the team to do the same.

And it’s not like the other side isn’t willing to engage. Sure, Iowa might seem a little cool on Nebraska as a rival, especially given Iowa’s trophy games against Wisconsin, Minnesota and Iowa State. And given that Nebraska is struggling and kind of asking to be let into the rivalry tent, Iowa is sure to give Nebraska a taste of its own medicine and play coy.

Don’t let that fool you. There’s a built-in hatred within the Iowa fanbase for Nebraska. Some of that is being a divisional rival, but some of it pre-dates Nebraska’s arrival in the B1G. Here’s how RossWB from Black Heart, Gold Pants described his (not safe for work) feelings for Nebraska in 2011:

No, my first hate* was Nebraska. Growing up in northwest Iowa, it was an easy hate to develop. In those days, there were really only two choices: you could be an Iowa fan or you could be a Nebraska fan. (Outside of my parents, I knew a few masochistic Iowa State fans, but they were a definite minority.) It would have been a very easy time to be a Nebraska fan — they were just beginning their run of three titles in four years — but it was also easy to not become a Nebraska fan. Their fans were (too often) arrogant, preening assholes** and their program was, in many ways, loathsome***. They combined many of the worst aspects of rednecks and blue blood royalty, taking two often-terrible things and creating something even worse.

That’s a pretty good summary of Iowa fans’ perception of Nebraska. It’s not entirely unearned, given how Nebraska fans cling to the 90s like a lifeboat in the ocean. That hubris was brought into full focus in 2014 when then-athletic director Shawn Eichorst cited as a reason for firing then-head coach Bo Pelini a comparison between the Nebraska and Iowa programs – basically subtweeting that Nebraska is too good of a program to be rubbing shoulders with a program like Iowa.

It is also, without question, born in part of resentment and jealousy watching a neighboring agricultural state have a wildly successful football program with a nationally-known brand.

(Deep announcer voice – this is an example of the kind of shade that rivalries are built on)

So, yeah, the pump is primed for Iowa fans to embrace this rivalry. Just look at this. And this. And this. Heck, you know it’s probably a rivalry already if Iowa fans are rolling out smack-talk like this after last year’s 40-10 (!) Iowa win:

If it’s 9:20 in Iowa City, what time is it in Lincoln? 40 to 10.

It’s time for Nebraska fans to embrace it right back. And on Friday, you’ll have a perfect opportunity to test out whether you can embrace that Iowa rivalry.

Nebraska is 4-7, and isn’t going to a bowl game. Iowa is 6-5, and a win will likely affect only whether Iowa will be going to Detroit or New York for its December bowl game. Substantively, there’s nothing on the line.

But there’s that trophy, that ridiculously-sanitized Heroes Game trophy the B1G picked up from a grocery store. Take a look at the picture on this post, Husker Fan. That’s Iowa, in 2013, running across the Memorial Stadium turf, grabbing that trophy off the Nebraska sideline, and parading it in front of the assembled black and gold faithful pouring “let’s go Hawks” cries into your ears as you trudged home.

How does that make you feel, Husker Fan? If you’ve made it this far, I’ve got a pretty good idea of how it makes you feel, even if you don’t want to admit it out loud.

It pisses you off. It makes your Husker blood boil seeing those guys carry a trophy off of your stadium. It makes you want to right that wrong, to shut up your Hawkeye-fan neighbor or co-worker or family member over the holidays and the long off-season.

In other words, it pumps you up and gives you real, visceral stakes on the Nebraska-Iowa game. A win on Friday won’t send Nebraska to a bowl or put Nebraska in the top-25. But it will feel damn good to have in your back pocket as you see your Hawkeye friends and family.

So, Friday’s game is important to win, regardless of either team’s record. Sounds like a rivalry, doesn’t it, Husker Fan?