The re-emergence of Colorado football reaps plenty of benefits for the university, beyond the financial windfall of representing the school and conference in a bowl game.
The notoriety and branding opportunities afforded to teams that make it to one of the premier bowl games benefits the entire campus. If the underdog Buffaloes beat the fourth-ranked Washington Huskies in the Pac-12 championship game Friday night, No. 9 Colorado (10-2) would quality for the Rose Bowl and perhaps be a longshot for a spot in a College Football Playoffs semifinal game.
Even if Colorado loses Friday, the school’s name and icon Buffs logo are back in the national spotlight.