The â€œCinderella Effectâ€: The Value of Unexpected March Madness Runs as Advertising for the Schools
Trevor Collier (),
Kurt W. Rotthoff and
Journal of Sports Economics, 2020, vol. 21, issue 8, 783-807
This study looks at the impact of a university making a surprise (â€œCinderellaâ€ ) run in the menâ€™s NCAA basketball tournament. Our results suggest that surprise success in the tournament has little to no impact on the quantity of applications in subsequent years. However, we find that freshmen enrollments increase for private schools two academic years after a Cinderella run (with mixed results on the quality of freshmenâ€”although not worse). Given an average private school, with 1,253 freshmen and paid tuition of $24,428 (each year) plus room and board, a Cinderella run is worth approximately $7.3 million in 2012-dollars.
Keywords: university advertising; NCAA basketball; Cinderella runs; academic outcomes (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:sae:jospec:v:21:y:2020:i:8:p:783-807
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