The 2026 NCAA Tournament bracket is set, Duke is the No. 1 overall seed, and the First Four games begin tonight in Dayton, Ohio. For the next three weeks, 68 teams will chase a championship, and millions of Americans will obsess over their brackets. But behind the Cinderella stories is a $3.2 billion economic engine reshaping college athletics.

The Core Story: Who’s In?

Selection Sunday on March 15 delivered the bracket, with CBS revealing the 68-team field, as reported by NCAA.com, CBS Sports, Yahoo Sports, and ESPN.

No. 1 seeds: Duke (overall No. 1, East), Arizona (West), Auburn (South), and Houston (Midwest). Duke earned top billing after winning the ACC championship.

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Tonight’s First Four (March 17, Dayton): UMBC vs. Howard (6:40 p.m. ET, truTV) and Texas vs. NC State (9:15 p.m. ET, truTV).

Wednesday First Four: Prairie View A&M vs. Lehigh (6:40 p.m.) and Miami (Ohio) vs. SMU (9:15 p.m.).

First Round begins Thursday, March 19. Final Four: April 5–6 in Indianapolis.

March Madness: The Economics Nobody Talks About

• $1.3 billion in annual TV revenue from the CBS/Turner deal extended through 2032, funding the vast majority of the NCAA’s budget.
• $3.2 billion in legal sports betting is projected by the American Gaming Association, tripling since 2018. Total bracket economic activity: $15B+.
• NIL transforms the tournament. Duke’s roster holds $12M+ in active NIL contracts per On3. A breakout performance can be worth millions overnight.
• Host cities invest like it’s the Super Bowl. The Final Four generates $300–400M in economic impact for Indianapolis.

The Upset Economy

SportsLine’s model (10,000 simulations, beating 91% of CBS brackets in 4 of 7 years) projects multiple double-digit seed upsets. Top picks: Akron (vs. injury-depleted Texas Tech), South Florida (vs. Louisville), and Iowa (dangerous 9-seed vs. Clemson). Jay Bilas calls this field “deeper and more unpredictable than any I can remember.”

Quick Bracket Tips

At least one No. 1 seed has lost before the Elite Eight in 10 of the last 15 tournaments. Arizona (32-2) is the most vulnerable top seed due to conference tournament fatigue. Duke is the consensus safest Final Four pick.

What’s Next

The first round tips off Thursday across eight venues, with 32 games in two days. By Sunday night, the field is cut to 16, and at least a few brackets will already be busted. The madness starts tonight.