more prestige to the Utah brand of football.
In terms of W/L %, NFL draft picks, division titles, years ranked — Utah is arguably the best on the field performance of any school in the west.
Adding the notoriety and attention of a high profile Rose Bowl just builds on that on the national scale.
That's important, not just for fan engagement, but for recruits, rankings, transfers.
When I mentioned a few weeks ago Utah would start in the top 10 next year after the Rose Bowl, CBers laughed at him. They don't get it. They don't understand how CFB works and why that season was so effective for laying the groundwork for next year and the years following.