UCLA's hiring of Chow adds juice to rivalry with USC

New UCLA offensive coordinator Norm Chow spent four years at the helm of the Trojans' offense before a stint with the Tennessee Titans. AP

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At last, a viable threat to USC's West Coast supremacy has emerged.

Cal, Oregon, Oregon State -- all have poked and prodded at Pete Carroll's Trojans during their unprecedented run of six straight Pac-10 titles but have failed to knock the kings off their throne.

None of those traditionally second-tier programs, however, ever carried as much potential as the long-dormant school in USC's own backyard.

With the hiring last month of high-profile head coach Rick Neuheisel, UCLA officially amped up the heat on its crosstown nemesis. Landing former Carroll offensive coordinator Norm Chow, however, should send shockwaves reverberating through Heritage Hall.

USC can no longer view the Bruins as a cute, little plaything. Suddenly, they're a serious threat.

Shortly after his hiring last month, Neuheisel recorded a phone message sent to UCLA alums and season-ticket holders. It included this line: "The team across town has risen to national prominence, and it's time we meet them -- head on."

USC followers likely laughed off that proclamation as the latest in a career full of often cheesy gimmicks that gave rise to Neuheisel's ubiquitous nickname, "Slick Rick." The former Colorado (1995-98) and Washington (1999-2002) coach brings with him no shortage of baggage, having wrought NCAA sanctions at both schools and getting the pink slip in Seattle after lying about both his flirtations with the San Francisco 49ers and participation in an NCAA tournament pool (though he later earned a $4.5 million settlement from Washington and the NCAA in a wrongful termination suit).

Neuheisel's on-field track record, however -- 61-30, including a 23-9 Pac-10 record and 2000 Rose Bowl berth with the Huskies -- is no laughing matter. He represents a considerable upgrade from the perennially overmatched Karl Dorrell, who lost at least six games in four of his five seasons.

And now, Neuheisel, who'd previously retained highly regarded defensive coordinator DeWayne Walker, will have one of the most accomplished offensive coaches in history at his side.

"It is a huge day for the Bruins,'' Neuheisel said Monday in announcing the hiring of Chow, who was fired last week after three seasons as the Tennessee Titans' offensive coordinator but whose family had remained in Los Angeles throughout. "I think the sky is the limit for where this partnership can go."

Before he even officially landed the job, Neuheisel had his sights set on the 61-year-old Chow (who himself interviewed for UCLA's vacant head coaching job), and with good reason. In 32 years as an assistant at BYU, NC State and USC, Chow mentored three Heisman Trophy-winning quarterbacks (Ty Detmer, Carson Palmer and Matt Leinart), as well as future first-round picks Jim McMahon, Steve Young and Philip Rivers.

Of perhaps equal or even greater importance to UCLA, however, is that Chow was on the ground floor of Carroll's machine-like operation across town. He was the offensive coordinator for both of Carroll's national title squads (2003 and '04) and mentored current USC coordinator Steve Sarkisian, both when he was a BYU quarterback and a Trojans assistant. Chow is also familiar with L.A. and its recruiting base.

It stands to reason that most Southern California offensive prospects who grew up watching the Trojans -- particularly quarterbacks -- would be as familiar with Chow as they are USC's current staff.

"What youngster who plays offense in high school wouldn't be excited about playing for a school with Norm Chow as its offensive coordinator?" said Neuheisel.

The implications of Chow's hiring on the USC-UCLA rivalry go beyond quarterbacks and recruiting battles, however. While neither party has ever elaborated on the details, it's no secret Carroll and Chow did not part on the best of terms following the 2004 season. Besides the fact the two could not be more opposite personalities -- Carroll a hyperactive youth-at-heart, Chow a stoic, Yoda-like figure -- it's believed Chow became frustrated with Carroll's increasing ownership of the offense.

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