Countless stadiums, arenas, golf tournaments and bowl games have sponsors in their titles. The world’s most prestigious soccer league was named the Barclays Premier League until 2016. Private equity firms currently hold ownership stakes in more than 60 North American sports franchises, according to Pitchbook, as well as many of the top soccer clubs in Europe.

But when news broke Thursday that the Big 12 is entertaining both a potential title sponsorship deal with insurance giant Allstate and a $1 billion private equity partnership, you could almost hear the collective reaction: “How dare they?!”

GO DEEPER

Big 12 discussing PE investment, sale of naming rights to Allstate

Kirk Wakefield, a Baylor University marketing professor, had a much different reaction to the possible title sponsorship.

“You wonder why people haven’t done that already,” said Wakefield, who runs a research firm that studies sponsorship impacts for sports leagues and brands. “It’s such an obvious opportunity.”

USC sports business professor David Carter looks at the plight of the Big 12, which lags hundreds of millions a year in revenue behind the Big Ten and SEC, and sees private equity as a matter of Darwinian survival. To win national championships, Big 12 schools need to be able to spend like…

On Jan. 19, two days after he became the most coveted football player in the NCAA’s transfer portal, and mere hours after he welcomed Ohio State coaches for a recruiting visit, Caleb Downs announced his change-of-address plans. The freshman safety who’d earned second-team All-America honors at Alabama committed to the Buckeyes. Not long after, Downs and his father began relocating to Columbus.

Getting there was simple enough. Getting around was another matter.

Some wheels needed to be put in motion.

“I get a call from someone on the coaching staff and they said, ‘Hey, I’m here with Caleb and his dad now. Are you looking to add somebody else to your team?’” says Rick Ricart, the CEO and owner of Ricart Automotive Group in Columbus. “Would you be willing to do a car deal for him?’”

For decades, these were shifty conversations. Local car dealerships had long been conduits for the whispered inducements coaches or boosters promised talented players. When discovered, scandal erupted. Repercussions were often stark. Then came the seismic summer of 2021, when changes to Name, Image and Likeness (NIL) rules allowed college athletes to earn money without fear of NCAA sanctions.

Car dealers nationwide quickly exchanged leases and keys for players boasting about their new…

As college basketball players head to NCAA Tournament arenas on their team buses, many will slip on headphones, zone out to a song and absorb the vibes. Coaches also sometimes take a small moment from poring over last-minute scouting reports to escape to a melody filtering through their airpods.

These soundtracks, perhaps subconsciously, serve an objective, too. Music can settle our nerves — or pump us up. A specific banger can provide a dose of confidence. A sentimental song might remind us of our grand purpose. “Music is the shorthand of emotion,” Leo Tolstoy once wrote.

So as March Madness gets underway, The Athletic wondered what these tournament-bound stars will be listening to before they compete in some of the most important games in their lives. We asked women’s and men’s tournament players and coaches to share their pre-game playlists. Players’ tastes ranged from Nicki Minaj to Veeze to even Elvis Presley. Coaches ranged from Gospel to AC/DC.

You won’t achieve the same jump shot as these athletes by listening to their hype music, but these playlists will get you ready (from your couch) for tip-off.

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Women’s NCAA Tournament players’ mixtapes

JuJu Watkins

Guard | No. 1 USC

The brightest freshman in women’s basketball, Watkins has taken the Trojans to new…

There’s always a sign.

Last spring, I first noticed something special was happening when I couldn’t walk half a block in Dallas without running into large packs of Iowa or South Carolina fans. There were also my guy friends back home who, for the first time, were planning their weekend around the women’s NCAA Tournament games instead of the men’s. And all the sports talk radio channels were discussing Caitlin Clark and Angel Reese. My spidey senses were tingling.

I could feel it in my bones that the sport was primed for a breakthrough moment, though I couldn’t have imagined that nearly 10 million people would tune in for the Iowa-LSU national title game, shattering the previous record for viewership of a women’s basketball game. But I could tell that the barrier of apathy had been broken; these women, that late-game taunting, the sport itself — it’d all be talked about for days and weeks and months to come.

I have the same feeling right now.

Another giant leap is coming for a sport that ought to be growing accustomed to these gains. As we head into March Madness, it is the women’s side of the tournament that is taking center stage. It is the women’s stars who shine the brightest. It is the women’s game with the most intriguing storylines.

And … that’s not…

The Athletic has live coverage of Selection Sunday and the NCAA Tournament bracket reveal. 

(Editor’s note: This is part of the Bracket Central Series, an inside look at the run-up to the men’s and women’s NCAA Tournaments, along with analysis and picks during the tournaments.)

Pure. Chaos.

Madness came early on Saturday, leaving a trail of stolen bids, burst bubbles and flummoxed bracketologists in its wake. Now? Selection Sunday is here.

We know we have four legit bid thieves: NC State in the ACC, Oregon in the Pac-12 and two more coming Sunday in the A-10 and AAC. Drake’s upset over Indiana State in the MVC title game might end up as a fifth functional bid thief. Wild.

Get your March Madness printable bracket

The bracket reveal is mere hours away. In the meantime, we’ll do our best to calculate the bubble math and take stock of an absolutely wild day of college hoops.

Here’s my best estimation of where things stand entering Sunday:

• There are 32 automatic qualifying bids via conference champions. There are 36 at-large bids. Total of 68.

• At least 21 of those 32 conferences will be one-bid leagues, including the Ivy League championship between Brown and Yale on Sunday. So let’s start with 21.

• Give at least four bids to the ACC: AQ and three at-large locks….

(Editor’s note: This is part of the Bracket Central Series, an inside look at the run-up to the men’s and women’s NCAA Tournaments, along with analysis and picks during the tournaments.)

Conference tournaments are here and Selection Sunday is nigh, which means Bubble Watch is in full swing.

One day before the bracket is revealed, bid thieves are the big storyline. We know we will already have one in the Atlantic 10 with Dayton out of the mix. Three more are lurking between now and the selection show: North Carolina State in the ACC, Oregon in the Pac-12, and anyone other than Florida Atlantic in the AAC. How those shake out will be critical for a bubble that is nearly at capacity.

NCAA Senior Vice President of Basketball Dan Gavitt suggested on Saturday morning that there were “at least another four or five spots” up for grabs as far as at-large bids. That might be overstating it a tad, and will of course depend on how those possible bid thieves shake out, but there are clearly still decisions to be made.

“We have 35 at-larges out of the 36 voted into the field”

NCAA Senior Vice President of Basketball, Dan Gavitt, joins @TheAndyKatz to explain the scrubbing process and give a seed line update! pic.twitter.com/RIMaSEuHRQ

— NCAA March Madness (@MarchMadnessMBB)

(Editor’s note: This is part of the Bracket Central Series, an inside look at the run-up to the men’s and women’s NCAA Tournaments, along with analysis and picks during the tournaments.)

It only took until the day before Selection Sunday, but finally we can say for sure who the top eight seeds will be in the 2024 NCAA Tournament.

With Tennessee and Arizona losing on Saturday and North Carolina advancing to the ACC tournament, the Tar Heels will join Purdue, Houston and UConn on the top line. The only minor intrigue left there is whether Houston passes Purdue for the No. 1 overall seed.

Tennessee and Arizona will be on the No. 2 line, along with Marquette and Iowa State. The Cyclones beat Baylor to reach the Big 12 title game and have more than made up for a lackluster nonconference slate, while Marquette got to the Big East final without All-America point guard Tyler Kolek. Given the Golden Eagles’ impressive resume and insistence that Kolek will be back next week, a No. 2 seed is in order.

Clarity comes at the top, and the bubble continues to come into focus as well. Mississippi State and Texas A&M locked up spots by beating Tennessee and Kentucky, respectively. New Mexico beat Colorado State in the Mountain West semis and should be safely in. Colorado finally gets over…

(Editor’s note: This is part of the Bracket Central Series, an inside look at the run-up to the men’s and women’s NCAA Tournaments, along with analysis and picks during the tournaments.)

Conference tournaments are here, and Selection Sunday is nigh, which means Bubble Watch is in full swing.

I’ll be making regular, daily updates to Bubble Watch from now until the bracket is revealed, so be sure to bookmark this page and check in all week as conference tourneys heat up and the NCAA Tournament field comes into focus. As soon as relevant games in each conference wrap up, I’ll have fresh thoughts on what it means for those teams and any other bubble watchers impacted by the results.

I’m in Kansas City covering the Big 12 tournament, but I’ll do my best to update things in real-time, and I’ll try to hop into the comments and answer questions as well. Even the mean ones.

An important note: An expanded “Movement” section for each conference will be refreshed as often as necessary, while the corresponding team charts will be updated each morning with accurate records, NET rankings and other metrics.

We’ll keep track of the number of auto-qualifiers as they roll in, whether or not there are any “bid thieves” among them, and how the math is shaping up for the rest…

(Editor’s note: This is part of the Bracket Central Series, an inside look at the run-up to the men’s and women’s NCAA Tournaments, along with analysis and picks during the tournaments.)

Conference tournaments are here and Selection Sunday is nigh, which means Bubble Watch is in full swing.

I’ll be making regular, daily updates to Bubble Watch from now until the bracket is revealed, so be sure to bookmark this page and check in all week as conference tourneys heat up and the NCAA Tournament field comes into focus. As soon as relevant games in each conference wrap up, I’ll have fresh thoughts on what it means for those teams and any other bubble watchers impacted by the results.

I’m in Kansas City covering the Big 12 tournament, but I’ll do my best to update things in real time, and I’ll try to hop into the comments and answer questions as well. Even the mean ones.

An important note: an expanded “Movement” section for each conference will be refreshed as often as necessary, while the corresponding team charts will be updated each morning with accurate records, NET rankings and other metrics.

We’ll also keep track of the number of auto-qualifiers as they roll in, whether or not there are any “bid thieves” among them, and how the math is shaping up for the…

(Editor’s note: This is part of the Bracket Central Series, an inside look at the run-up to the men’s and women’s NCAA Tournaments, along with analysis and picks during the tournaments.)

Conference tournaments are here and Selection Sunday is nigh, which means Bubble Watch is in full swing.

I’ll be making regular, daily updates to Bubble Watch from now until the bracket is revealed, so be sure to bookmark this page and check in all week as conference tourneys heat up and the NCAA Tournament field comes into focus. As soon as relevant games in each conference wrap up, I’ll have fresh thoughts on what it means for those teams and any other bubble watchers impacted by the results.

I’m in Kansas City covering the Big 12 tournament, but I’ll do my best to update things in real time, and I’ll try to hop into the comments and answer questions as well. Even the mean ones.

An important note: an expanded “Movement” section for each conference will be refreshed as often as necessary, while the corresponding team charts will be updated each morning with accurate records, NET rankings and other metrics.

We’ll also keep track of the number of auto-qualifiers as they roll in, whether or not there are any “bid thieves” among them, and how the math is shaping up for the…