Basketball gets more beer money, while tennis and other small college sports worry over their future

Basketball got the beer money. Many smaller sports around the NCAA are still looking for a lifeline.

The expansion of March Madness and the $300 million in extra revenue that comes with it through opening sponsorships to beer, wine and liquor companies offered a brief reprieve from the steady drip of headlines that underscore big-picture problems confronting college sports in an era of tightening budgets and revenue sharing with athletes.

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Among them:

— A title-contending tennis program at Arkansas is disbanded, while golf teams at Wichita State also get the ax as part of the purge of multiple sports programs nationwide.

— The Big 12 taps into private equity for loans, while Duke cuts a streaming deal with Amazon expected to bring millions more to the Blue Devils.

— The College Sports Commission, which is in charge of making sure everyone follows the rules regarding the hundreds of millions of dollars now being paid to players, gets challenged in court and in arbitration while waiting for schools to sign off on a long-awaited agreement that cements its authority.

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All of those issues have one thing in common: money. The NCAA’s move to expand its tournament brackets to 76 teams is about that, too. Of the $300 million in extra revenue projected over the next six seasons, about $131 million will be distributed to the conferences whose schools make the tournaments.

“The NCAA and conferences and schools generating revenue in responsible ways is important in the current environment with revenue sharing,” said Dan Gavitt, who oversees Division I basketball at the NCAA. “That wasn’t the sole reason, I can assure you that. But it was an important consideration.”

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Source link : https://sports.yahoo.com/articles/basketball-gets-more-beer-money-212649783.html

Author : EDDIE PELLS

Publish date : 2026-05-08 21:26:00

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