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BEYOND THE ROSES: NU VISIT TO PASADENA MEANS BIG BUCKS
Published November 28, 1995
Northwestern's Big 10 title and first trip to the Rose Bowl since '49 will likely produce increased revenue for the school's merchandising department and athletic department. Dan Bickley writes in this morning's CHICAGO SUN-TIMES that success on the gridiron could mean $10M in additional revenue over the next three years through increases in attendance, merchandise sales and alumni donations. Bickley notes that Wisconsin has taken in $4.5M in merchandise sales since its '94 Rose Bowl season, but "Northwestern's will be much bigger" as its colors and mascot are "more marketable." Bickley estimates $5.6M from merchandising in the next three years. Other marketing experts estimate NU will receive $4.3M in increased attendance revenue, along with an additional $500,000 from concessions, parking and radio rights (CHICAGO SUN-TIMES, 11/28). In L.A., Earl Gustkey reports that Wisconsin averaged about $320,000 a year in merchandising income before the Rose Bowl, which rose to $1.4M in '94. For Oregon, which also returned to the Rose Bowl after a lengthy absence, a trip to Pasadena meant a rise of $300,000 in merchandising revenue. The Ducks earned roughly $500,000 this season (L.A. TIMES, 11/27). ON THE PURPLE BANDWAGON: Chicago-area SportMart stores have ordered 8,000 pieces of NU merchandise. Rose Bowl merchandise hits stores Wednesday (CHICAGO TRIBUNE, 11/28).