If the University of Oregon's Civil War victory over Oregon State on Thursday to clinch a trip to the Rose Bowl was like winning on a TV game show, the coming weeks will prompt the follow-up, "Johnny, tell the Ducks what they've won!"
In addition to the football team facing Ohio State on Jan. 1 in Pasadena, Calif., the University of Oregon will reap monetary rewards for winning the Pacific-10 Conference and landing in one of the nation's top bowl games.
Oregon will see sales of T-shirts and team apparel spike, analysts say, along with the kind of national exposure that's difficult to quantify but priceless to a regional university. The Ducks are no star-struck upstart, as they were before their last Rose Bowl appearance. But they still stand to benefit greatly from the game and from the surging popularity of college football in general.