March Madness: The NCAA hidden money machine
The NCAA cash register
While fans celebrate every basket and players leave everything on the court, a less visible reality unfolds, March Madness is one of the biggest financial engines in the sports industry, generating over a billion dollars annually. But who really takes the biggest cut?
For the NCAA, this tournament is a goldmine. In broadcasting rights alone, the organization rakes in over $1.1 billion per year, thanks to a lucrative deal with CBS and Turner worth $8.8 billion, running through 2032. But that’s just the tip of the iceberg.
Sponsorships, ticket sales, and merchandise licensing add even more revenue, making March Madness one of the most profitable events in American sports.
Ironically, until just a few years ago, the players responsible for the spectacle didn’t see a dime of these massive earnings. It wasn’t until 2021, with the introduction of NIL (Name, Image, and Likeness) rights, that college athletes began to profit from their own marketability.
Today, rising stars like Cooper Flagg and Paige Bueckers can earn over $1 million in sponsorships just during the tournament.
Who wins and who loses?
Despite these advancements, the NCAA and its conferences still take the lion’s share of March Madness revenue.
Meanwhile, office workers across the country contribute to an estimated $20 billion loss in productivity, and the U.S. economy takes a significant hit. In this high-stakes financial game, the real winners seem to be off the court.
