Effect of the MRCA contract on the Winner

As we all know the IAF is planning to buy 126+ fighters for it MRCA competition.Last time the IAF bought a combat aircraft , the Su-30MKI it turned around the fortunes of the Sukhoi Corporation.
Will winning the MRCA contract have the same effect on the winner? Which bidder stands to win the most by winning the contract ?
What would be best offer any bidder could keep on the table to win the contract ?