BOSTON (TheStreet) -- The NCAA Men's Basketball Tournament is a 67-game ATM not only for its competing schools, but for the host cities lucky enough to get a bit of their fans' ticket, hotel and beer money.
Just last year, the NCAA reached a new 14-year, $10.8 billion television agreement with CBS (CBS) and Time Warner's (TWX) Turner Broadcasting to show every game live on CBS, TBS, TNT and TruTV. In the past 10 years, the tournament has pulled in $4.8 billion in advertising revenue from 281 different sponsors, according to Kantar Media.
While that television money gets split among the schools, the tournament also comes with a built-in stable of well-heeled supporters just looking to plaster some lucky city's billboards with their branding, hold youth clinics and fan parties in local parks and parking lots and take up every available "event space" with parties, functions and other corporate networking disguised as a night at the game. NCAA's nine corporate partners alone include The Hartford Financial Services Group (HIG), Lowe's (LOW), Nissan's (NSANY) Infiniti, Unilever (UN) and UPS (UPS), while its three heavy-hitting "Corporate Champions" are AT&T (T), Capital One (COF) and Coca-Cola (K).
The 14 cities hosting this year's Big Dance are all too aware that they've landed a piece of the second-biggest source of sports playoff revenue in the country -- generating $614 million in ad spending last year compared with the $793 million brought in by the NFL playoffs and the $417 million rung up by the third-place NBA playoffs. If tournament teams are coming to your town, here's some idea what kind of scratch they'll be bringing in once the brackets are scrawled out:
Select the service that is right for you!COMPARE ALL SERVICES
Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.
- $2.5+ million portfolio
- Large-cap and dividend focus
- Intraday trade alerts from Cramer
- Weekly roundups
Access the tool that DOMINATES the Russell 2000 and the S&P 500.
- Buy, hold, or sell recommendations for over 4,300 stocks
- Unlimited research reports on your favorite stocks
- A custom stock screener
- Upgrade/downgrade alerts
Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.
- Diversified model portfolio of dividend stocks
- Alerts when market news affect the portfolio
- Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.
- Real Money + Doug Kass Plus 15 more Wall Street Pros
- Intraday commentary & news
- Ultra-actionable trading ideas
Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.
- 100+ monthly options trading ideas
- Actionable options commentary & news
- Real-time trading community
- Options TV