Tickets for the Rose Bowl are officially on the market.
The Wisconsin Badgers football team is making its third straight appearance in the Rose Bowl.
General public tickets went on sale Monday morning through the university, with students able to purchase starting Sunday night.
The University Bookstore on campus has one "Back to Back to Back" sweatshirt for fans now but has more custom clothing coming in.
A little more than half of about 24,400 tickets allotted to UW are now accounted for, ranging from $150 to $185 each.
The UW Athletics Department said it expects the strong play against Nebraska this weekend to help with ticket sales despite an 8-5 record this season.
"We went into the season knowing what the rules were going to be, and we got to the championship game. And they said, 'If you win it, you go to the Rose Bowl,' and we did. So I don't know if there's any other way for us to look at it," said Justin Doherty, assistant athletics director.
Stub Hub has Rose Bowl tickets ranging from $180 for an upper deck seat to $2,500 for club seats.
Doherty said there were more donor requests for tickets in previous years, but he said playing in Pasadena should not be something fans take for granted.