Two consecutive Rose Bowl appearances have been very good for the Wisconsin Badgers football program. But the recent run of on-field success is also benefiting students in campus classrooms and libraries.

That's because record-breaking sales of trademarked University of Wisconsin merchandise in the 2010-2011 fiscal year means that students will receive more funds for need-based financial aid.

Gross royalties of licensed merchandise in 2010-11 were $3,326,879, the highest total in the history of the Wisconsin licensing program.

The total represents a 36 percent increase more than 2009-10's figure of $2,439,289. The previous high was $2,834,207 set in 2007-08.

"This is a huge testament to the success of our teams, our university and the strength of the Wisconsin brand," said Cindy Van Matre, trademark licensing director, in a news release. "Our products are available literally around the world."

Madison Mayor Paul Soglin and Eugene, Ore., Mayor Kitty Piercy have made a friendly wager on the Rose Bowl that will make either community a winner pending the outcome of the Wisconsin Badgers and Oregon Ducks match up.

"We wanted to develop a wager that could benefit our entire community and particularly those most in need," Soglin said in a news release.

Each mayor has committed to privately raising $500 if their team loses. The money will then be used for tools for Habitat for Humanity organizations in either Madison or Eugene.

"Each of us will raise the money privately and no city funds are involved," Soglin said. "This is a great program and we both want to support it."

Both mayors said they are aware of the growing need for shelters and services for the homeless. They each credit Habitat for Humanity for the work it is doing. But each also is rooting on their favorite teams in the Rose Bowl.