UW-Madison football fans aren't the only ones cheering at the Badgers' probable Rose Bowl berth. It also means a potential windfall in sales tax revenue for Dane County, as fans buy the latest in Badger fashion.
"I'm really happy the Badgers are going to the Rose Bowl, which will help our sales tax," says Supv. Dianne Hesselbein. "I know my family has personally invested."
Wisconsin collects 5% sales tax, and the county gets half a percent.
Kevin Phelps, vice president of University Book Store, estimates the Rose Bowl game could mean $500,000 in sales at his store -- win or lose.
"Ninety percent of the sales are done by the time the game starts," he says. But, he adds, "We don't know what it's like to lose a Rose Bowl. We've won the last three we've been in."