Story by Miranda Carpenter
Staff writer
The Racers’ 17th appearance in the NCAA Tournament has enhanced Murray State’s finances, publicity and recruitment efforts.
“With nearly $5.7 million in gifts received over the first three quarters this fiscal year, we have already raised 50 percent more dollars than what was raised all of last fiscal year,” Tina Bernot, executive director of development, said. “A winning team bolsters alumni and donor support, not just within athletics but across our University programs; giving is up over last year at this time. It is a great time to be a Racer.”
Athletic Director Kevin Saal said the athletic department plays a vital role in bringing exposure to the University.
“On a normal day during the basketball season, we were at an average of 3,000 media hits a day, whether that be on social media, print or television,” Saal said. “The 24 hours after the first night victory, we had 27,000 media hits.”
Saal likened the athletic department to the “front porch” of the University. It’s the inviting factor that enriches campus life, helps with recruitment and offers a variety of athletic events.
“As part of this, an exciting and successful season, such as the one our men’s basketball team had, is truly significant and translates into excitement during campus visits as well as prospective student and parent events held on campus,” Shawn Touney, director of communication, said.
The University hopes to see the translation between the media coverage during the season to enrollment numbers in future semesters.
“I think freshman size classes will see a positive impact by it, possibly all numbers,” President Bob Jackson said. “The University can get publicity through national television, advertising and capitalize all the good things the University can provide a student academically and athletically.”
Saal said when you have a basketball team that is on national television, it not only brings exposure to the general student body, but to the student-athletes, as well. The department would have to spend five to 10 times the amount more to get the same exposure and advertising.
“From Nov. 1 through March 23, the men’s basketball team’s success led to more than $277 million in earned media coverage and publicity,” Tourney said. “Defined as advertising value equivalency, this places a monetary value on earned media received through mass media coverage, such as TV, print and broadcast.”
The basketball team also helps the University financially through their participation in the tournament.
“For every team that gets into the NCAA Tournament, they earn what’s called a unit, which ends up going to their conference,” Saal said. “Each of those units are worth money – the $500 million contract CBS has with the NCAA Tournament funds the value of these units.”
Units for this year’s tournament are worth approximately $280,300, according to the NCAA, but their value ends up being greater than that. The units are paid out annually over the next six years, increasing in value each year by about 2-3 percent.
“Teams who get into the NCAA Tournament earn one unit and they earn another unit when they win,” Saal said. “The stronger teams benefit the entire league.”
Murray State earned $3.3 million that will be split over a six-year period with a percentage of funds going back to the University and another percentage going back into the Ohio Valley Conference funds to be distributed among the other teams in the league, according to the NCAA.
The $3.3 million was determined by each unit being worth $280,300. The Racers earned 2 units: one for being in the NCAA and one for winning the first round. Multiplying the two units over a 6 year span equals the $3.3 million.
Not only is the team helping bring attention to the University, but it is also boosting regular-season ticket sales and donations.
“The goal is to get to a spot where people taste success, connect the dots between success and donations and hopefully the relationship will be able to grow,” Saal said.
The Racers had two record-breaking crowds during their season, one being the Belmont game on Jan. 24 with 8,969 in attendance and the other on March 2 at the CFSB Center with 9,012 in attendance.
