National Championship Coach Generates Nearly $50 Million of Exposure Value

Tony Bennett, head coach of the newly crowned NCAA men’s basketball champion Virginia Cavilers, directly accounted for an estimated $46,770,000 of exposure value amassed by the university throughout this year’s March Madness run.

According to Joyce Julius and Associates, Inc. — which specializes in measuring the scope of sponsorships across all forms of media — Bennett’s name was mentioned with the Virginia basketball team in 24,713 Internet articles, 2,832 television programs and 1,398 print articles, between Selection Sunday and the day following the National Championship Game. Estimated exposure value was calculated by comparing the news results to the cost of traditional advertising to reach a similar audience size.

Chris Beard, head coach of the runner up Texas Tech Red Raiders, was mentioned in approximately 4,000 fewer news media stories than Bennett, while amassing an exposure value of $40 million for Texas Tech during the post-season.

Coach/School Exposure Value Delivered Post-Season Compensation Bonuses
Tony Bennett/Virginia $46,770,000 $1,250,000
Chris Beard/Texas Tech $40,172,000 $650,000