When is a game more than just a game? When it polarizes two fan bases within the same state. When it needed the Governor to help make it happen. When it features two head coaches who were on the same staff less than a year ago. When it is the Friends of Coal Bowl.
It’s funny when you talk to the players about this game. The younger players talk about winning it for the fan base. They say the right things, but there is a difference in the way it sounds when the older players say it. You can tell they have lived here long enough and played in this game enough times to understand that this is more than just a game.
“It’s Marshall, you know what I mean” says Senior Linebacker J.T. Thomas, “You gotta prepare like no other. It’s in-state. Like Coach Stew always says, it’s about program pride. This is an in-state rivalry and we look forward to going to Marshall and playing a good game.”
Full Article at: West Virginia Illustrated
Ern is the generalist of the group. He contributes original content, posts links to news articles, tracks all the developments in Morgantown, keeps his pulse on the Mountaineer fan nation, etc... he does it all. 
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Sorry, I just dont see it as a big “rivalry game”. I dont know many of the fans “that hate each other” as quoted in other articles. Most like both programs. I dont dislike Marshall, I will cheer for them the other 11 games on their schedule, I just like WVU better.
The media and promoters are trying to make it into some long standing in-state feud. I just dont buy it. Maybe there are some hard core Herd fans in downtown Barboursville or Kenova I have not yet met that really hate WVU as much as the attempted hype is saying……