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College bowl’s playoff payoff

January 5, 2011, 3:00 PM UTC

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 fifth bowl, the champion-chip, held this year on Jan. 10 in Glendale, Ariz., that is the big cash cow. Who stands to make the most from this year’s biggest BCS bowl game, the 2011 Tostitos BCS National Championship? The various parties that will 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.

Click graphic to enlarge.