"It was 1946 in the Crown City the proud home of the Rose Bowl and the Rose Parade. The parade's theme rang out that year, Victory, Unity, Peace a theme sparking the birth of new aspirations for a war-weary nation. Pasadena's Rose Bowl later known as The Granddaddy of Them All and its giant spectacle of a parade were right at the center of this new era, with all the pomp and tradition it could muster."
"It was lucrative for the conferences and the Tournament of Roses, as over decades it would generate billions of dollars tied to broadcast rights to the conferences while the organization took a robust management fee from the arrangement. Big money. Big time. Over the years, the money generated became the Tournament's biggest source of revenue each year, making the Rose Bowl Game the largest payout of any postseason bowl."
The Rose Bowl and the Rose Parade symbolized postwar optimism in 1946 with themes of Victory, Unity and Peace that reflected new national aspirations. An exclusive tie between the Tournament of Roses, the Big Ten and the precursor to the Pac-12 began that year, cementing Pasadena's New Year's prominence. That pact generated decades of lucrative broadcast revenue and large payouts, with the Tournament collecting substantial management fees. Those revenues became the Tournament's primary income source, making the Rose Bowl Game the largest postseason payout. After next year's game, the direct media-rights relationship with ESPN will end because of sweeping change and playoff expansion in college football.
Read at www.pasadenastarnews.com
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