Expert explains why March Madness captivates us, propels little-known schools
March Madness has become a cultural phenomenon that extends far beyond simply three weeks of college basketball games.
The NCAA men’s and women’s tournaments are expected to draw more than $3 billion in legal sports wagers this year, but the excitement and cultural capital of “the big dance” also draws from our sense of community, our pride in our alma maters, and the thrill of previously unknown Cinderellas, says Anthony Amey, a sports media expert and former ESPN analyst.
“All of us need a break from work every so often throughout each day, and the tournament provides us with that,” says Amey, who likens the opening Thursday and Friday to something of a national holiday.
There is also the personal draw of seeing your alma mater participate. With 68 schools making up the field of each tournament, there are ample opportunities for connections through families and friends to the colleges and universities involved.
“The tradition of rooting for alma maters and family-based favorites will always provide an extra element for college sports that does not necessarily exist in professional sports,” says Amey. “Many across the country — and internationally — have rooting interests for their alma maters or schools their families and friends have rooted for for decades.”
Even if you have no connection to a school, a Cinderella can come out of nowhere to capture national attention and put themselves on the map. Recent examples include 15 seed Saint Peter’s reaching the Elite Eight in 2022, and Final Four runs from No. 9 seed Florida Atlantic in 2023, and No. 11 seeds George Mason in 2006, VCU in 2011, and Loyola Chicago in 2018.
“Having smaller schools compete in and win NCAA Tournament games offers tremendous notoriety for their institutions,” says Amey, who notes that Alabama State’s victory Tuesday night will also bring the Southwestern Athletic Conference $2.1 million.
Of course, it also doesn’t hurt when people have a bit of their own skin in the game, even if it’s just $10 or $20.
“When people are invested in something, they will become much more passionate about the outcome,” says Amey.
About Amey
Anthony Amey is an assistant professor of practice for sports media and analytics in the School of Communication. Amey covered some of the top athletes and sports figures in the country during his more than 25 years as a television sports reporter, including as an anchor for ESPN.
Schedule an interview
To schedule an interview, contact Noah Frank in the media relations office at nafrank@vt.edu or 805-453-2556.