For Colleges, March Madness Means Money

A high-profile sports team can be a great advertisement for a university. Prospective students like a winner -- so do wealthy alumni and donors

As they try to attract new students and increase their revenue bases, U.S. public and private colleges and universities are facing an increasingly competitive market. Many are finding that their sports programs can give them an edge in the pursuit of both students and money. After all, how many people had actually heard of Fairfax (Va.)-based George Mason University before its widely publicized run at the NCAA men's basketball Final Four?

To continue reading this article you must be a Bloomberg Professional Service Subscriber.