University of Kentucky Athletics has extended its partnership with Fanatics for an additional 12 years, expanding the agreement to include a first-of-its-kind Name, Image, and Likeness (NIL) program for student-athletes. The partnership builds on Fanatics’ existing role as operator of the UK Team Shop and now integrates NIL opportunities through the company’s Creator Program. Selected…
Donald Trump is preparing to sign a sweeping executive order aimed at reshaping the structure of college athletics, with a focus on transfer rules, eligibility limits, and NIL regulation. The move represents one of the most aggressive federal interventions yet into the NCAA ecosystem, as policymakers attempt to rein in what many see as an…
The NCAA is edging closer to a significant policy shift that could reshape the economics of college athletics, following a landmark legal settlement involving tennis players Reese Brantmeier and Maya Joint. At the center of the issue: whether college athletes can freely earn prize money without jeopardizing their eligibility. From legal challenge to policy shift…
Demand for the 2026 NCAA Men’s Final Four is skyrocketing, with ticket prices climbing sharply on the secondary market as fans rush to secure seats for one of college basketball’s biggest weekends. According to SeatGeek, demand for the semifinal games is up nearly 45% compared to the same period last year — and momentum is…
It had everything a March classic demands — drama, a comeback, and a buzzer-beater. Yet in the television landscape, UConn’s unforgettable win over Duke landed somewhere closer to solid than spectacular. UConn Huskies men’s basketball’s 73–72 victory over Duke Blue Devils men’s basketball in the Elite Eight averaged 13.4 million viewers on CBS, peaking at…
Average secondary-market prices for the NCAA Tournament have surged from around $85 in 2005 to over $350 today — far outstripping the broader cost of living. We ran the numbers. Key figures The gap in plain terms A ticket that cost $85 in 2005 should cost roughly $150 today if it had only kept pace…
The 2026 men’s NCAA basketball tournament has shattered viewership records, with the first two rounds averaging 10.1 million viewers across CBS, TNT, TBS, and truTV. This marks the first time the tournament has surpassed 10 million viewers through the early stages, breaking the previous 1993 record of 9.3 million. The opening round set new highs…
Coinbase is facing growing criticism after heavily promoting March Madness-related prediction markets on its platform, raising questions about the blurred lines between crypto trading, sports betting, and regulated financial products. The company, which launched prediction markets in December through a partnership with Kalshi, has been actively encouraging users to “trade the madness†during the NCAA…
The 2026 edition of the NCAA March Madness has opened with another strong viewership milestone, continuing the tournament’s upward momentum across broadcast and streaming platforms. Thursday’s opening round averaged 9.8 million viewers per window across CBS, TNT, TBS, and truTV—up 6% year-over-year and marking a new record for the opening day of the tournament. The…
College basketball teams competing in the NCAA’s March Madness tournament are facing strict restrictions that prevent them from posting in-game highlight videos on social media—forcing programs to get creative with how they engage fans. During this year’s tournament, teams such as Nebraska and Virginia have been unable to share traditional highlight reels. Instead, they’ve turned…
