As the 2025 March Madness kicks off, conferences are gearing up for a significant financial boost. The NCAA's innovative "units" system rewards conferences based on their teams' performance in the men’s basketball tournament. This mechanism not only highlights competitive excellence but also ensures substantial monetary benefits. Each unit, earned for every game played by a team (excluding the national final), is valued at approximately $2 million. Over six years, these units translate into millions of dollars for member conferences and universities.

The distribution of funds generated from broadcast rights—estimated at $900 million annually—is particularly crucial for smaller, lesser-known conferences. For them, participation in the tournament can mean a much-needed injection of cash. A standout underdog team advancing several rounds can significantly bolster its conference's earnings. In 2023, the SEC reaped the highest payout of $34 million from 17 tournament games. This year, both the SEC and Big 12 have eight teams each, securing a projected $16 million gain for each conference. Other notable conferences like the Big Ten and Mountain West, with six teams each, are set to receive $12 million, while the ACC, Pac-12, and others follow suit with varying amounts.

The financial stakes are even higher for mid-major conferences, where earning additional tournament spots beyond conference champions is challenging. With the expansion of Power 5 conferences, competition has intensified, leading some to propose eliminating automatic qualifiers for smaller conferences. Conference realignment further complicates earnings, as former members continue to benefit from past performances. Ultimately, each victory adds to the coffers, intensifying pressure on all teams, especially those from lesser-known conferences, to maximize their revenue potential. The tournament serves as a testament to the power of perseverance and strategic planning in achieving success and financial stability.