The accountants at ABC Sports had spoken. There would be no new money for a Rose Bowl extension. In the mid-1990s, sports television revenue was booming ... but just not enough at that moment in a Pasadena, California, hotel ballroom. ABC Sports executives Tony Petitti and Dennis Swanson had flown across the country to deliver what was not necessarily bad news but rather no news for their partners. Awaiting in that ballroom just minutes from the grand-old stadium itself were eager executives from the Pac-10, Big Ten and Rose Bowl. The relationship had been college football's version of titanium -- an unbreakable bond since the champions of the two leagues began playing in the Rose Bowl in 1947.