WACO -- Baylor's first bowl victory in 20 years also set a record for the highest scoring regulation bowl game in history.
67-56 and this momentum is expected to kick up recruiting.
"Other recruits are looking at Baylor that maybe otherwise would not have looked at Baylor. Now they're calling Coach Briles. Now he calls a recruit, they call back immediately," said Steve Smith, Senior Vice President Sports and Special Events, Greater Waco Chamber.
Potential players aren't the only ones taking notice.
"All of the sudden the perception of Baylor football has changed tremendously and so these programs along with all of the programs at Baylor have a different perception from recruits, parents and fans around the country," said Smith.
And more attention means growth.
For Baylor football that means a potential new stadium.
"When you add this kind of success across the board in your athletic program. That stadium is going to make the city of Waco and Baylor University have one of the most unique stadiums in the country not just the Big 12," said Smith.
Only boosting the local economy.
"A unique stadium like that on the river and then you see the traffic going up and down the river and downtown Waco, it's going to be awesome the next few years," said Smith.