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Volume 24 No. 157
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     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).