Tostitos BCS National Championship

College bowl's playoff payoff

January 5, 2011: 5:00 AM ET

Who stands to profit most from this year's biggest BCS bowl game? We followed the money to come up with solid estimates on who makes what.

By Daniel Roberts, Graphic by Infomen

Each winter the BCS (Bowl Championship Series) gives football fans five big bowls -- Fiesta, Orange, Rose, Sugar, and the Tostitos BCS National Championship. But it's that champion-chip, held this year on Jan. 10 in Glendale, Ariz., that's the big cash cow. The various parties that profit the most aren't talking much, but Fortune followed the money, speaking to administrators, analysts, economists, and execs to come up with solid estimates on who makes what.


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