Interestingly and somewhat disturbingly, since the Brawl died off several years ago, Pitt and WVU seem to have lost the "trademark" to the name--I heard numerous sports reporters on the lead-up to the Michigan/MSU game referring to it as the "Backyard Brawl"--a term I've never hear associated with that game in the 35 years I've lived in Michigan. Back in the day, that term meant only one game to college football fans across the country--Pitt v. WVU.
Using that term for the UM/MSU game is akin to calling the Mets/Yankees game the Crosstown Classic, when that name has been associated with the Cubs/White Sox for 100 years. Not good. That's what happens when you discontinue traditional rivalries.