Temple vs. Villanova in the NCAA Tournament?

By Brian Larson
Associate Professor of Marketing
Widener University School of Business Administration

In theory, Temple and Villanova can’t meet in the NCAA Tournament until the Final Four. In fact, this battle between the two Philadelphia Big Five powerhouses is taking place in bar rooms and board rooms throughout the City of Brotherly Love. For alumni of these two institutions, it’s about bragging rights. But which of these two institutions has the most to gain financially from the tournament?

The economy has wreaked havoc on the endowments of private universities, and on state funding of public institutions. Both institutions would love to see a bump in fundraising as a result of the tournament. However, both Temple and Villanova may be victims of their own success.

Though both teams have had their ups and downs over the years, neither is a stranger to the NCAA Tournament. Temple is making its 28th appearance (third straight) in the big dance, including two Final Four appearances. Villanova punched its ticket for the 31st time (six straight), including four Final Four appearances and a National Championship in 1985. In addition, both teams receive regular exposure on national television.

You will not hear the word “Cinderella” associated with Temple or Villanova as it has been with such teams as Gonzaga or Butler in the past or Wofford this year. In 1996-97, before Gonzaga’s successful NCAA Tournament run began, the institution raised $8.4 million from alumni and foundations. In the year following Gonzaga’s Elite Eight finish in 1998-99, the college raked in $16.5 million.

The bottom line is that making the NCAA Tournament is not the expectation at Temple or Villanova--winning in the tournament is. To see a measurable bump in fundraising that can be directly attributed to the basketball team at either institution, it’s Final Four or bust. With teams like Kentucky, Duke, Baylor, West Virginia, Purdue and Wisconsin standing in their way, that’s a tall order.