For the second time in 10 years, the University of Connecticut is sending both its men's and women's basketball teams to the NCAA finals.
And that means this year's Huskies squads are again likely to be a boon for the university and its bottom line.
"It's infinitely priceless," said Mike Enright, associate director of athletics for communications at UConn, referencing the Huskies' Final Four appearances. "It brings great notoriety for the teams, but it also brings great notoriety for the university."
Enright said that based on observation from the 2004 season, when the Huskies sent both teams to the Final Four and won both championship titles, higher merchandise sales on items like T-shirts and caps will likely be one of the most tangible effects of the increased attention.
"We saw a doubling of our money resulting from the licensing of our goods," he said. "We doubled it from approximately half a million to $1 million."
Next season's ticket sales and prices could also see a boost, said Chris Matcovich, vice president of data and communications at TiqIQ.
"You'll see an initial bump at the beginning of the season for early conference matchups," said Matcovich. "It definitely increases the level of enthusiasm."
There may also be an increase in financial contributions from alumni, said UConn's Enright. The school currently has an annual athletics budget of $62 million.