itself is allowed to treat their players to extra goodies so tens of thousands go into doing so. They will probably all get air pods or something similar and some game systems, several pairs of shoes, boat loads of clothing, logo-ed bags, etc. This is how it was when I worked for the team. The equipment manager said the bowl games are rarely about making money and more like a great retention, recruiting and unifying experience to build excitement about the program.

If you google it you will find that most teams lose money on their bowls unless they are new years 6 or playoff but they spend it anyway because it is part of what helps the program succeed.