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Article: The granddaddy of them all is not your granddaddy's Rose Bowl any more.
- Article from:
- Knight Ridder/Tribune News Service
- Article date:
- December 30, 1998
- Author:
CopyrightCOPYRIGHT 1998 Knight-Ridder/Tribune News Service. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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LOS ANGELES _ The granddaddy of them all is not your granddaddy's Rose Bowl any more. First of all, it is no longer just the ``Rose Bowl'', the most crisp and evocative two words in all of college football.
It is the Rose Bowl Presented by AT&T, an entirely unnecessary flourish because for 84 years the Rose Bowl has not needed presenting by anyone, never mind the phone company.
I recall something then-USC coach John Robinson told me about the inevitable corporatization of college football.
``One of these days players are going to be sponsored like race car drivers,'' Robinson mused. ``With little logos on their uniforms. This wide receiver is ...