Nike Inc. is once again outfitting more teams playing in this NCAA Men's Division I Basketball tournament than any other company.
And this year, it's doing so by a greater margin than in the past.
Of the 68 teams that made the tournament, 47 will don the Swoosh, according to analysis by Apex Marketing Group. That's up seven from 2017, after the Washington County sportswear giant had experienced a dip in its representation at March Madness.
Under Armour will outfit 10 teams, for the first time tying with Adidas, which will also outfit 10.
The tournament begins with four play-in games on Tuesday and Wednesday, and the full bracket kicks off Thursday.
For the footwear companies, having their teams in the tournament means valuable returns in screen time and other media value. For the teams, too, appearing in the tournament can be lucrative.
University of Virginia, for example, the No. 1 seed in the "South" bracket, is promised $5,000, $10,000 and $25,000 bonuses if it makes the Sweet 16, Elite 8 (semifinals) and Final 4 (finals) in the tournament, per the school's apparel contract with Nike. That's on top of the more than $30 million the university is getting in cash and equipment in the 2017-18 school year.
SLIDESHOW: The top NCAA apparel deals of 2017-2018
By clicking through on the pictures above, you’ll get a glance at what apparel deals are worth to 40-plus teams that made this year’s tournament. We chose teams to include in the slideshow based on their name recognition and their national followings, along with, in some cases, whether the institutions are public (and therefore appear in the apparel deals database the Business Journal has maintained since 2013).