It's often the case that an innovation or research prize winner puts the prize money to use doing more innovation, research, or related work like making a business out of the innovation.
Spaceref posts on a press release from the University of California at Berkeley about what 2006 Physics Nobel Prize winner George Smoot is doing with his prize money. He's used $500,000 of his Nobel Prize money to help start the Berkeley Center for Cosmological Physics, with the help of some other large donations (including money from Saul Perlmutter from his 2007 Gruber Cosmology Prize).