And the conferences and member schools, of course. They could end it all by just saying no. But that's not ever going to happen.
This brings up an interesting dichotomy...
I recall stories from even a decade or more ago about how bad minor bowls were financially for the schools. Essentially the bowls would bend the schools over a barrel with things like forced ticket purchases, which often couldn't be resold to students/fans at face value meaning it was just a money sink. Then there was all the travel, hotels, etc. Not only was it obviously for the team, coaches, and football staff, but it includes the band, and probably a bunch of various administrative personnel who get taken out there like it's some sort of junket. The stories basically said that a minor bowl was a money-loser for the school.
But for the conference, it's not. The conference rakes in a bunch of money from the bowls but doesn't have to fund the school's participation. That money gets disbursed to schools even if they didn't get into a bowl--I don't know how much, but I'm sure Purdue is getting money based on Indiana's bowl/CFP success this year lol. So for the conferences, bowl participation is a moneymaker--hence why teams that turn down bowl invites get fined by their conference for doing so. I'm sure for many of them, the fine they have to pay is smaller than the amount of money they'd lose by participating.
I think for a long time, there was still some halo around bowls that the schools themselves thought the prestige, the additional practices for the team, and the reward to the players at the end of a year was worth it, despite losing money. But now in the world of transfer portals and opt-outs where you don't know how many of your players will participate and how many of them will be on your team 2-3 weeks later when the portal opens, and I think the
schools are slowly starting to get closer to saying no. But the
conferences want to keep this gravy train running as long as they can.