Louisville players talk about the importance of starting the season off with a victory against Kentucky, then almost reluctantly will address the rivalry.
The Wildcat players and coaches have taken a similar approach in secondarily mentioning bragging rights. Kentucky's challenge is getting back to respectability despite a tough schedule that starts with the No. 25 Cardinals, though they say the game reminds them of more unfinished business.
That's not saying taking home the Governor's Cup in Sunday's season opener in Louisville isn't important for both schools. The winner gets to tout ownership, which their fan base will surely flaunt to the other side.