After numerous near-misses, San Diego State gave the conference its first Final Four team by beating Creighton in the NCAA Tournament on Sunday.
Getting a team through to the Final Four is a major boost for mid-major conferences — financially, promotionally, for visibility on a national scale, event attendance and recruiting.
The additional money allows mid-major conferences to be bolder on the promotional front and upgrade league tournaments. Schools often use the influx of money to upgrade facilities, increase campus video production, even on an extra charter flight here or there. The Missouri Valley Conference had two big financial bumps in a five-year span: Wichita State's run to the 2013 Final Four and Loyola Chicago's run with fan favorite Sister Jean in 2018.
The influx of money from the two deep March Madness runs also includes a production stipend, which allows schools to invest more in on-campus production, often with students manning the equipment. Now the Missouri Valley produces about 950 events across all sports. Following Loyola Chicago's 2018 Final Four run, CBS told the MVC it was picking up a four-year option on its sub-license with ESPN, extending what originally had been a five-year deal.
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