UNM is quickly learning how fruitful national exposure can be, as its second year as host of the NCAA women's basketball tournament is bringing enormous crowds and loads of cash.
Even though the women's team was dismantled by national powerhouse Florida on Saturday, as of Wednesday afternoon, fewer than 700 tickets remained for The Pit's 16,000 available seats as an enthusiastic crowd waited to see the Gators face Baylor.
More than 16,000 people attended Saturday's game, marking the occasion as one of only a handful of times The Pit has been completely sold out, said Mark Koson, associate athletic director in charge of ticketing.
"There wasn't a seat left in the house," he said.
Last year, first- and second-round tournament games in The Pit drew crowds of 16,151 and 16,214. An unexpected Sweet 16 appearance by the Lobo women against Texas Tech drew a sea of 16,182 red-clad fans. All three attendance figures set NCAA records.
UNM, which was among several universities who applied to host this year's tournament, made more than $110,000 last year with an untold amount more in merchandise sales, said Bill Richards, associate athletic director in charge of finance.
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He said the University stands to make about $100,000 this year through concession sales, parking and the cut it will receive from the NCAA.
Richards said while the additional revenue is welcomed, UNM is benefiting in other ways from the deal.
"The national exposure is what matters," he said. "Sure the money is important, but getting our name out there is priceless."
The biggest contributing factor to the perks UNM is receiving from hosting the tournament may very well be the women's basketball team, which has seen an explosion in popularity over the past two years.
Less than 10 years ago, nine lonely season-ticket holders watched the team. Today, 8,020 season-ticket holders fill the stands of The Pit to cheer on the women, helping the team gain national attention.
"I'd be lying if I said the success of the women's basketball team didn't factor into our decision to hold the tournament in Albuquerque," said Scottie Rodgers, the NCAA's assistant director for the Division I Women's Basketball Tournament. "The team has helped create a buzz that draws people in."
According to UNM figures, the women's team is expected to have generated more than $900,000 during the regular season, an unprecedented number for a team that has for years taken a back seat to the men's team.
Darren Dunn, associate athletics director of corporate development, says local and national businesses are looking to cash in on the team's success as well.
The total Athletics Department sponsorship revenue has more than doubled in the last five years, from $1.3 million to $2.8 million, he said.
"We couldn't be happier with how things are turning out," Richards said. "The success of any of our teams helps all the other teams, and our continued national exposure is sure to help us be successful for years to come."
