"Brands do matter," Turner Sports chief David Levy said. "It always good to have powerhouse brands that are in the tournament and that get themselves deep into the tournament."
The tournaments that inspire the most buzz seem to star both David and Goliath, CBS Sports Chairman Sean McManus said. The 2010 Duke-Butler title game was the classic example of that.
"It's a combination of the big national traditional powers," McManus said, "and the Cinderella stories."
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