How March went mad … for basketball
The big business of the annual college basketball tournament, continuing with the second day of First Four games today, has been more than a century in the making
Every year, as the seasons shift from winter to spring, college basketball fans throughout the country prepare to watch 136 men’s and women’s basketball teams battle for their respective national championships.
Although the tournament starts with the “ games for the men’s and women’s tournaments, respectively, the first two rounds that are played during the first weekend of the tournament have become an unofficial holiday marked by billions of dollars in decreased productivity as fans watch the first 48 games played in each tournament—during which teams vie to extend their seasons another week into the “Sweet 16.”
In the modern media age, this has become a tradition in our sports calendar, but it took several developments over the last half century for March to truly become mad.
Jared Bahir Browsh is theCritical Sports Studiesprogram director in the ҴýƽDepartment of Ethnic Studies.
Basketball’s roots grew out of the college game, with James Naismith inventing the game in December 1891 to keep young men at the YMCA International Training School, which is now Springfield College, fit and occupied in the winter months. The game was soon introduced to women at Smith College, and by 1893 colleges and universities began forming teams—first playing against local amateur clubs before intercollegiate games began in 1894.
During this time, teams played under different rules, with some games featuring as many as nine players per side. By the turn of the 20th century, five-on-five became standard for men’s games, whereas women played six-on-six through most of the 1960s, with the last high school six-on-six tournament occurring in 1995 in Oklahoma.
was formed in 1906 as the Intercollegiate Athletic Association of the United States (IAAUS) before taking its current name in 1910. The NCAA was formed in response to the prevalence of injuries in college football; President Theodore Roosevelt called for two conferences comprising top college football programs to address the injuries and deaths occurring in the game. The establishment of the NCAA led to a decades-long power struggle with the Amateur Athletic Union (AAU) for control of intercollegiate sports.
As the NCAA wrested control over football from the AAU, basketball continued to be loosely organized under the AAU, which organized the first tournament in 1898. Although the tournament did not happen annually until after World War I, the AAU did organize several tournaments for the 1904 Olympics, during which basketball debuted as a demonstration sport. There was an amateur tournament, a separate college tournament and several tournaments for high school and elementary school players.
A battle for control
The battle for control between the AAU and NCAA continued through the early 1900s, although the latter’s commitment to basketball was questionable through the 1930s. However, the NCAA did begin organizing rules committees and established its first championship, in track and field, for the 1921 season.
The first annual college basketball tournaments were organized in successive years with the NAIA tournament, organized by Naismith, starting in 1937, the National Invitation Tournament (NIT) in 1938 and the NCAA tournament in 1939. Coincidentally, the term “March Madness” was coined by , a noted coach and inventor of basketball equipment, in reference to the Illinois high school basketball tournament the same year as the first NCAA tournament. Sports commentator Brent Musburger first used the term in reference to the men’s tournament in 1982.
The NIT, which took place at Madison Square Garden, was seen as the premiere tournament through the 1940s due to the national media presence in New York City. Temple University defeated the University of Colorado in the first NIT championship, with the Buffaloes returning to the championship and winning in 1940 over Duquesne University. Because the NIT occurred before the NCAA tournament, Colorado and Duquesne competed in both.
Clemson players celebrate a win over Arizona in the Sweet 16 round of the 2024 NCAA Tournament. (Photo: TigerNet.com)
The early 1950s featured two developments that further isolated each tournament, both involving the City College of New York (CCNY). CCNY became the first team to win both tournaments in the same year, with the championships of both tournaments occurring in Madison Square Garden in 1950. This double win led the NCAA to ban teams from competing in both tournaments in the same year.
Soon after, that CCNY team was implicated in a wide-ranging point shaving scandal, which involved bribery and match fixing. The school’s presence in New York provided bettors easier access to bookies and bookies greater access to players.
The NCAA held its finals in New York all but one year between 1943 and 1950, but after the scandal the championship never returned to Madison Square Garden, even as the NIT continued to call New York City home.
A growing NCAA
The next big developments occurred in the late 1960s and 1970s as the NCAA further established its control over the basketball postseason. In 1968, UCLA and Houston played in the “Game of the Century” in front of more than 52,000 fans in the Houston Astrodome. This game was a follow-up to the previous year’s semifinal matchup between the two teams, which pitted star players Lew Alcindor (now known as Kareem Abdul-Jabbar), who was recovering from an eye injury, and Elvin Hayes. The game was nationally televised and accelerated college basketball’s transition from a regional to a national sport.
In 1970, Marquette declined an invitation to the NCAA tournament after it was placed in the Midwest Region, where games were played in Fort Worth, Texas, rather than the Mideast Region, where games were played in Dayton, Ohio—significantly closer to Marquette’s campus in Milwaukee, Wisconsin. In 1971, the NCAA declared that any team that is offered a bid to the NCAA tournament could not accept a bid to any other postseason tournament.
In 1975, after several top-ranked teams missed out on bids due to not winning their conferences, the tournament expanded from 25 teams to 32 teams to accommodate at-large bids from conferences, establishing a selection process and the anxiety of the “bubble.”
UCLA player Lew Alcindor (now Kareem Abdul-Jabbar), right, snags a rebound as Houston’s Elvin Hayes (44) makes a leaping rebound attempt in what was called the “Game of the Century.” (Photo: Associated Press)
Four years later, in 1979, the tournament expanded to 40 teams but conferences were still limited to two total teams in the tournament. The 1979 tournament championship pitted Magic Johnson’s Michigan State team and Larry Bird’s Indiana State team and is still the most-viewed championship in tournament history.
The tournament continued to grow in 1980, adding eight teams and removing the conference limits. At the time, the Big Ten, Atlantic Coast Conference (ACC), Pac-10 and Southeastern Conference (SEC) were college basketball’s power conferences, with teams in the Northeast and New England playing in the amorphous Eastern Collegiate Athletic Conference (ECAC), which operated four regional tournaments between 1975 and 1981.
Providence coach Dave Gavitt saw an opportunity to organize a new conference with teams connected to major media markets, leveraging the growth of television through cable and syndication to form the original Big East. As the Big East began play in the fall of 1979, a small Connecticut network—the fledgling ESPN—began broadcasting nationally; soon the conference and ESPN became partners in each other's growth. As ESPN sought programming, it also began airing the early rounds of the tournament, which previously aired only locally as national broadcasters refused to pre-empt their regular programming for the early-round games.
The Big East increased college basketball’s media visibility on cable television, particularly during the week in prime time, and aided in recruiting as it became one of the top conferences in college basketball. When the tournament expanded to 64 teams in 1985, three of the Final Four teams were from the Big East, with the eighth-seeded Villanova University defeating defending champion Georgetown University in the championship game.
Expanding tournaments
The first NCAA-sponsored women’s tournament occurred in 1982, with 32 teams facing off. Previously, the Commission on Intercollegiate Athletics for Women (CIAW) had established the first tournament in 1969, when women’s games were still under six-player rules. The last CIAW tournament featured five-on-five rules before the Association for Intercollegiate Athletics for Women (AIAW) took control of the tournament in 1971. Title IX, passed in 1972, accelerated the growth of women’s college sports well before the NCAA finally recognized the profitability of women’s basketball—10 years after the educational amendment was passed.
Kamilla Cardoso was named the NCAA Tournament Most Outstanding Player in 2024 after helping lead South Carolina to an 87-75 victory over Iowa, clinching the championship title. (Photo: Erik Drost/Wikimedia Commons)
Throughout the rest of the 1980s and 1990s, the men’s tournament remained fairly static even as the NCAA continued to evolve. After the 1984 Supreme Court decision NCAA v. Board of Regents of the University of Oklahoma, which found that the NCAA’s television plans violated antitrust laws, the NCAA was no longer able to limit how often football teams could appear on television, ultimately allowing conferences to sign their own media contracts with broadcasters and leading to a massive conference realignment that continues today. This, in turn, led to the NCAA basketball tournament becoming the most valuable media property overseen by the association.
The women’s tournament expanded to 64 teams in 1994, and the last men’s Final Four to take place in a basketball venue was played in 1996; subsequent events have taken place in domed football stadiums. The tournament expanded to 65 teams in 2001 to accommodate the Mountain West Conference receiving an automatic bid reintroducing play-in games to the tournament.
A century of madness
As the tournament approached the new millennium, fans were offered new ways to watch it. In 1999, DirecTV offered a premium package allowing fans to watch all the games through the satellite service, a feature previously only available in sports bars. The same year, CBS broadcast the Final Four in high definition for the first time.
In 2003, work productivity took another hit as CBS partnered with Yahoo! to stream tournament games for the first time through the latter’s . CBS launched its own March Madness OnDemand Service the following year, giving fans access to games outside of the CBS broadcast for $9.95.
Seven years later, in 2010, the NCAA announced it was exploring expanding the tournament, . At the same time, the NCAA began negotiations with several media networks on a new media deal. The association settled on expanding to 68 teams, establishing the “First Four” games in which the four lowest-ranked teams that earned automatic bids and the four lowest at-large teams facing off in play-in games. This accompanied a new combined television deal in which CBS and Turner Sports agreed to broadcast all games on CBS, TNT, TBS and TruTV.
In 2021, after Texas Christian University center Sedona Prince, who at the time was playing for the University of Oregon, posted pictures on social media highlighting the disparity between the fitness facilities for the women’s tournament compared to the men’s, the NCAA conducted a gender equality review. This led to the women’s tournament expanding to 68 teams and the March Madness branding being extended to the women’s tournament. Many still feel the women’s tournament is undervalued, especially after the 2024 Women’s Championship earned higher ratings than its male counterpart.
So, every March hope springs eternal for 136 teams, but for dedicated fans, the madness has been more than a century in the making.
Jared Bahir Browshis an assistant teaching professor ofcritical sports studiesin the ҴýƽDepartment of Ethnic Studies.
Did you enjoy this article?Passionate about critical sports studies?