Madison Banking On Rose Bowl Revenue

MADISON, Wis. (AP) — The official announcement that the Wisconsin Badgers are headed for the Rose Bowl unleashed a flurry of business activity.

Madison Top had four presses running overnight to print 8,000 to 9,000 Rose Bowl T-shirts in time for stores on Monday. Sales manager Aaron Frank says they’ve been ready to go, but were just waiting for Sunday’s announcement.

Some travel agents, normally off on Sunday, fielded calls from Badger fans who wanted to wait for the official word before booking travel to Pasadena, Calif. for the Jan. 1 game.

The State Journal says University Bookstore, with its eight locations, expects to sell in excess of 10,000 Rose Bowl shirts, footballs, pennants and other items.

(© Copyright 2010 The Associated Press. All Rights Reserved. This material may not be published, broadcast, rewritten or redistributed.)

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