STORRS, CT — University of Connecticut athletic director David Benedict is highlighting the national reach and commercial value of UConn Athletics, citing television viewership, corporate sponsorships and merchandise sales as evidence of the university's growing prominence.
In a message to the UConn community, Benedict said the athletic department's success extends beyond championships and on-field performance, helping strengthen the university's visibility, alumni engagement, admissions and fundraising.
Benedict pointed to Nielsen Media rankings that placed UConn first nationally in brand value in 2023 and 2024, following the men's basketball team's consecutive national championships.
He also cited television audiences for the university's basketball programs. During the 2024-25 women's basketball championship run, UConn appeared in three of the five most-watched games, with nearly 10 million viewers for the championship game, according to Benedict's message.
In the 2025-26 season, the men's basketball team appeared in three of the four most-watched telecasts, averaging more than 15 million viewers per game, he said.
Over the past three seasons, 164 UConn men's and women's basketball games aired on national television networks, according to Benedict. He said no other school matched that total.
Benedict also highlighted the commercial exposure generated by UConn coaches and student-athletes during March Madness. He said they appeared in more tournament television advertisements than those from any other school, participating in at least seven major campaigns for companies including Marriott and State Farm.
That exposure generated an estimated $35 million to $45 million in earned media value, which measures the estimated value of publicity received without directly purchasing equivalent advertising, Benedict said.
Corporate sponsorships also contribute to the department's revenue. Citing a report from Extra Points on athletic sponsorships and related revenue at public institutions during the 2024-25 academic year, Benedict said UConn generated nearly $11 million, slightly below the $13 million median for schools in the Power Four conferences.
He said UConn's sponsorship revenue exceeded that of several other prominent athletic programs, including Florida, Arizona, Virginia and Kentucky.
The university also has ranked among the top 40 schools nationally in licensed merchandise royalties over the past three years, Benedict said, with UConn merchandise outperforming that of schools including Louisville, Syracuse, Colorado and Stanford.
Benedict said the department's brand strength also translates into direct support for student-athletes through name, image and likeness merchandise sales.
UConn ranked among the top three schools nationally in total NIL merchandise sales over the past three years and led Collegiate Licensing Company partners in the category during 2024-25, he said.
Citing a recent analysis by The NIL Store, an online platform representing more than 160 schools, Benedict said UConn merchandise led sales in 15 states during the past year.
Benedict said the university's national visibility benefits the broader institution as well as its athletic programs, particularly through opportunities to attract students, engage alumni and increase fundraising.
UConn Athletics supports nearly 600 student-athletes across its sports programs, he said.
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