On Michigan State University game days, chants of "Go green, go white" reverberate through Blondies, a Manhattan sports bar.
A Spartan helmet, the team's logo, hangs on the wall of a back room where green and white-clad fans gather. About a dozen Michigan State alumni watched Sunday's Big 10 basketball championship game there, cheering and chanting as the Spartans beat Purdue University to earn a spot in the NCAA tournament, known as March Madness.
Michigan State's New York City alumni expect much bigger crowds at Blondies for the national tournament, which started Tuesday. And it's just one of many sports bars and restaurants nationwide that will enjoy a sales boost throughout March Madness, which runs into next month.
"I think it's a really big boon for anyone who owns a restaurant or bar," said Andrew Wimer, a spokesman for the National Federation of Independent Business.