The Badger Backer

The Badger Backer

Brotherhood over family: Inside Luke Fickell's cultural overhaul at Media Days

Fickell's answers at Big Ten Media Day may make a fool of me yet again.

Jul 29, 2026
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Wisconsin football head coach Luke Fickell at fall camp in Platteville. Photo credit: Christian Borman

Wisconsin football took part in the first day of the Big Ten Media Days in Chicago yesterday afternoon.

Luke Fickell and the three player representatives for the Badgers, Matthew Jung, Sebastian Cheeks, and Chris Brooks Jr., took to the podium and answered questions from the media.

Maybe it’s just the Wisconsin bias in me. Maybe I am just a Luke Fickell defender or apologist. But Fickell’s answers and overall demeanor seemed different than in the past.

For the better.

Fickell has always been a charismatic guy who often gives a lot of coach-speak, exuding confidence in the program and its process, whether it’s recruiting or expectations for the season.

Yesterday, he didn’t seem overly interested in that. He was brutally honest about the issues with the program and addressing those problems.

Fickell shows his true character

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