Oregon vs. Penn St.
ROSE BOWL 1995
January Z. 1995
Rose Bowl berth offers more than football aame
Tasha Eichenseher
OwQon 0&ty t'irmmki
On Inn 2. 1905 approximately -*00,000
- people will be watching (he Mo 12 Ore
gnu Dm ks lake on No 2 Penn State irt
the Hist edition of the Rose Bowl.
There will he parades and floats and
Other opportunites - like a 60-serond
spot on ABC - for the promotion of Ore
gon, its football team, marching band and
the University in general
The football team was better off finan
cially even before the Rose Bowl
announcement. The Ducks, who were
only scheduled to be televised once this
season, were actually televised five
times, each broadcast receiving $150,000
They received $600,000 more than
expected, according to Sandy Walton,
business manager of the athletic depart
ment at Oregon.
This money will be borrowed by the
marching band so that they can buy new
uniforms It will also go toward the pur
chase of some new medical equipment
the Dui ks will take with them to Pasade
na. said Walton
With the extra money that comes into
the athletic department from the Rose
Bowl we’ll do some upgrading,” Wal
ton said.
Since 1989. Oregon has been to three
bowl games - two Independence Bowls
and one Freedom Bowl Bet ause these
howls just pnv a flat fee to teams and
don’t pay travel and non-travel expenses,
Oregon either broke even or lost money
by participating
According to Dan Williams . vice pres
ident for administration and director of
athletic s at Oregon, apprnxiinateh $10
12.000 was lost on the last two Indepen
dence Bowls in which Oregon played
IN THE GREEN
■ ROSE BOWL PAYOFF: The Pac-tO
and the Big 10 each receive S6 5
* million.
■ MERCHANDISING Manufacturer;,
pay 14 percent m royalties on Rose
Bowl merchandise Seven percent
goes to the Pasadena Tournament
of Roses licensing department The
other 7 percent goes to Penn State
or Oregon - dot -*'riding on which
logos are used
{hiring the Freedom Bowl the University
just broke even, he said
A unique fixture of the Rose Bowl is
that it gives teams extra money so they
can afford to bring their band, cheerload'
ers and other enthusiasts to Pasadena
According to Jim Muldoon, an assis
tant commissioner specializing in public
relations for the Pm 10 Conference, $ti 5
million from the Tournament of the
Rose* is split ten ways between all of the
teams in the Pm TO Conference
All ten teams rei eive approximately
$500,000 each year, regardless of
hether O! !i• >t t f:.■ \ ari' , uuqie'ing u; tie
Rose Bowl.
The same amount of money, $0 5 mil
lion. is also given to the Big Jen Confer
ence
I be money that Oregon receives from
the Tournament of the Ruses goes dire* 1
ly into the operating budget of the athlet
ic department, said Williams
This year, since the Ducks defeated
Oregon State and earned a Rose Bowl
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bid, they will also receive 400 rmmd trip
111*11h In kets to Pasadena and an extra
SHfiO.OOO toward non-travel expenses,
such as food and housing
If you manage that well you ran save
a little money but not mui h. ' Williams
said "It's very valuable but not m a dol
lar* and rents way.
"The real advantage is not financial, it
is the visibility that you get for your foot■
ball team
Tor many, the visibility and public itv
are the exciting part of the game And for
others, the money gamed from a Rose
Bowl berth provides the excitement as
the University of Wisconsin found out
last year
The significant impact of the Rose
Bowl came in the area of licensing royal
ties said Vint e Sweeney marketing and
lit ensing director of the athletic depart
tiieitl at the University of Wisconsin at
Madison 1 he Badgers reprt.tiled the
Big Ten in last year s Rose Bowl
An coding to .Sweeney, the year before
the Rose Bowl. Wisconsin made
$300,000 in li< ensing royalties The year
of the Rose Bowl, the gross revenue had
increased by nearly 4ro perc ent to $1 4
million
A large amount of the revenue Wisc on
sin made from licensing its Badger aiid
university logos went toward sc luilar
ships from the chanc ellors office, and
noarry $ oHl.ocin went n> the , nnstrui turn
of an athletic supports system, which is a
tutorial and resource servo e accessible
to all students, Sweeney said
According to Matt Dysie. licensing
director at Oregon, manufac turers pay 14
pen ent in royalties on Rose Howl mer
chandise they product*
Seven percent of this money goes to
the Pasadena Tournament of Roses
li< ••using department and the other seven
pen ent is divided between the schools
represented on the produc t, Dyste said
So. if a r shift has a Rose Howl logo
and an Oregon Due k logo. Oregon vs ill
ret eive seven pen out of the sale If the
shirt also has a Penn State logo, Oregon
would get t 5 perc ent of the royalties and
Penn State would also ret eive 1 5 per
cent
The money Oregon earns from licens
mg royalties w ill go first to support the
licensing, public affairs and development
department After that it will lie three ted
toward funding other departments, Dvste
said
I here are many benefits, and Oregon
will experience all of them. I'm sure
Sweeney said "(I he Rose Howl) obvi
ously helped from a recruiting stand
pom! anti in ibuiim standpoint
Alumni nr** more likely to gwe to their
I
how yveil the sc hool is doing, explained
Sweenev
Von can expect an increase in dona
tions from the enthusiasm generated."
said Multloon
Money is already pouring into the Ore
gon Bookstore tna the
Autzen Stadium from the blossoming
sides of Rose (toys I products
We're estimating we'll do, on Rose
Howl merchandise sales from now and
the game, someyvhere Imtween $300,000
to $750,000, said University bookstore
general manager |im Williams
Williams said he anticipate* the stu
dent and faculty cbs« omit on hooks at the
University Bookstore will go up from
nine to 10 or 11 percent liei accse of Rose
How l item profits
January 2, 1995
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