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June 18, 2024

Report: UConn men had second-largest sponsorship deal of NCAA basketball final; here’s how many viewers tuned in

UConn Athletics The UConn men's basketball team celebrates its sixth national championship Monday night in Phoenix, Arizona.

UConn, which won its second consecutive NCAA men’s basketball title this year, had the second-most lucrative sponsorship deal of the teams in this year’s Final Four championship, according to a new report.

UConn has a one-year renewal agreement with Nike, worth $5.6 million annually, according to the report from

That’s second only to University of South Carolina’s 
deal with Under Armour, worth $7.15 million annually across 10 seasons.

The men’s final, between UConn and Purdue, attracted an audience of nearly 15 million viewers, according to Nielsen data. 

Purdue University also has a sponsorship agreement with Nike, worth $2.2 million annually, that is due to expire this month.

The NCAA basketball women’s final, between University of South Carolina and University of Iowa, had nearly 19 million viewers, making it the most-watched women’s basketball game ever, according to the report. 

CBS, which broadcasted the men's title game, has a 13-year agreement with the NCAA worth $771.43 million a year, the report states.

The 2024 NCAA Basketball Championships' top sponsor was Coca-Cola, with an estimated value of $50 million.

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