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Keywords: Media rights
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2026) 27 (2): 351–372.
Published: 07 October 2025
... revenue generated primarily from media rights contracts (e.g. broadcasting agreements for college basketball's annual March Madness tournament) (NCAA, 2021b). This revenue is allocated across member institutions according to a distribution formula emphasizing factors such as participation in championships...

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