Two factors contributed to that: the two biggest universities in the state were separated by some 40 miles, and for decades both won infrequently, if at all. Paul Swangard, managing director at the University of Oregon’s Warsaw Sports Marketing Center, lived through much of that futility. He was born 200 yards from his current office. His sister went to Oregon State.

“That game was the only thing to really look forward to in most seasons,” he said. “It was for the right to live in the state of Oregon. It was the way in which we defined the rest of the year.”

Such division is natural and frequent. Roughly halfway between the universities, the Nill family runs Guaranty Discount Chevrolet in Junction City.

Each year, Herb Nill, an Oregon graduate, bets against his son, Shannon, who graduated from Oregon State. They do these bets in local commercials, which Shannon said increased business by 20 percent during rivalry weeks. Last year, Shannon lost, and a local barber shaved an Oregon “O” into the back of his hair. This year, the loser will receive a Gatorade bath, orange or green.

“Around here, we probably have about 50-50 Ducks and Beavers,” Shannon said.

One Beaver is Steve Preece, who played at Oregon State in the 1960s and became a color commentator for Beavers football broadcasts. When Preece starred at Oregon State, he said, “it felt like we were fighting for our way of life.” Then his daughter, Whitney, decided to attend his rival university. Each check he wrote to Oregon “killed me,” Preece said.

“I always say I’m the smart one in the family,” his daughter countered.

Not everyone found the rivalry all that friendly. Joe Giansante wore the Duck mascot suit while an undergraduate in the 1980s and later worked for Oregon’s athletic department. One year, his fraternity brothers were supposed to roll him to Corvallis on a bed to raise money for charity. They made it halfway, gave up and hopped in a van. When they arrived, fans pelted Giansante with various objects, and one even stole the head of his costume and ran away.