NCAA Tournament: How A Cinderella Run Impacts A School

With March Madness coming to a close, we explore how a Cinderella run in the NCAA Tournament actually impacts a school

Every year, there’s at least one Cinderella team in the NCAA tournament. And every few years, there’s a super-Cinderella. A team that entices the nation, while upending multiple powerhouses. George Mason 2006. VCU 2011. South Carolina 2017.

Now, what kind of impact does this have on the universities in the years following? The answer is a significant one, and not just on the basketball court.

However, a 5-star recruit isn’t going to choose a Cinderella over a powerhouse because of a single tournament run. But Cinderella runs do make an impact with 3 and 4-star recruits.

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That’s because every aspiring pro is looking for a platform to showcase their abilities. Five-star recruits get that platform. But 3 and 4-star recruits aren’t so fortunate. They aren’t getting offers from North Carolina, Kansas or Kentucky.

The national attention that Cinderella teams get can be the difference in these recruits. It shows the recruits that they can provide the platform to be noticed by pro scouts.

The proof is in the pudding. In 2006, George Mason didn’t have any starred recruits. But then they made the Final Four. As an 11-seed. By 2008, they had four 3-star recruits.

In 2011, VCU had one 3-star recruit. But then they the Final Four. Again, as an 11-seed. By 2013, they also had four 3-star recruits.

Off-Court Impact

But the impact isn’t limited to the basketball court. Universities that qualify as Cinderella teams see about an uptick in applications in two years time. More out-of-state students become interested in the university. Of course, this larger applicant pool increases the quality of their academic class, to go along with their improved recruitment.

And it’s not a small increase, either. After Wichita State’s 2013 run, they saw an 81 percent increase in applications that fall. Butler in 2010 saw a similarly massive 66 percent increase.

The tournament runs also increase television and newspaper appearances in the year following. Something that their recruited athletes covet. We all wanted to watch Florida Gulf Coast the season following their high-flying tournament run. We all wanted to see how Butler responded to their crushing loss to Duke in the title game. So, naturally, these schools got more media attention.

Economic Impact

Beyond all of this, Cinderella runs also increase donations, and, believe it or not, create jobs. Teams that qualify as “Cinderella” see around a 35-60% increase in donations the following year. But that’s not all.

In many cases, the attention the school gets gives them the platform to expand across the country. Many times, these schools will hire PR teams to conduct expansive campaigns hoping to do so. If the PR endeavors are successful, even more professors will have to be hired. It’s a stretch, but it’s been done before. A tournament run gives the opportunity for uncanny expansion.

South Carolina is already a well-known school. Just not well-known for its basketball. It will inevitably see an increase in its overall applications, and its donations. But they may also see the most significant improvement in recruiting we’ve ever seen.

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The Zion Effect

As multiple outlets have already explored, South Carolina’s run may entice super-recruit Zion Williamson to enroll. Williamson is ESPN’s No. 2 overall recruit, and already an internet sensation.

In the past, we’ve seen Cinderella runs create an improvement in a school’s basketball team. But this run can break precedent. If Zion signs with the Gamecocks, one Cinderella run can turn around an entire basketball program.

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