It is as much about branding as it is $. UD has turned what was once an albatross (PIG - play-in game) into a meaningful part of the NCAA tournament - First Four. First Four and Dayton have become synonymous. Everyone knows the NCAA tournament starts here. When you are the kick-off to one of the biggest sporting events of the year every year, you accumulate a lot of cred in the sporting world. You can't measure the dollar value to that, but it is real.
In addition, UD will be using this renewal - and the dollars it brings - as part of their promotion for the arena renovations. We fans win as well.
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