The University of Texas at Austin is in the NCAA tournament, with both teams vying for a place in the championship. The tournament generates over $1 billion annually through television deals and championship ticket sales. However, this revenue is distributed through conferences. Each game played earns about $2 million, paid out over six years. This exposure increases brand value for the school, leading to increased merchandise sales and online interest. The benefits also extend to athletes, particularly through name, image, and likeness, or NIL, deals. The overall financial benefit depends on how far a team progresses.