So, for instance, every time Kentucky wins in late March, Vanderbilt gets a cut every year for the next six years. Kentucky probably could make a lot more money, too. Rupp Arena offers no luxury suites. The NCAA Tournament is more a tool of growth for obscure teams. Then, they started winning tournament games, educating the nation that there, in fact, is a college called Gonzaga.
Donations are up.
Season tickets have tripled. In this year's NCAA Tournament, there was no shortage of teams hoping to recreate the Gonzaga miracle. But even Cinderella can end up dancing with a mongrel, Zimbalist said. And then there are problems if they start spending all this money and can't sustain the success. Gonzaga has beaten that trap so far.