Pepperdine, LMU, "boosting" rivalry with PCH Challenge

From The Graphic, Pepperdine's student newspaper:

The Waves (15-10, 8-4 WCC) beat the LMU Lions Friday night, winning the local rivalry match in the Pacific Coast Highway challenge.

The what?

The PCH Challenge is a new competition created in October between LMU and Pepperdine for all athletics.

Alllllright sir.

Each time the two teams face off, points are awarded to the winning team.

Yes, that's generally how competition works.

The university with the most points at the end of the year will be named the PCH Challenge Champion and will receive...

Aaa cooookie?

...the PCH Cup.

Oh, how silly of me.