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The Boston Globe

Business

Even when not playing, there’s money in March Madness

Success of Cinderella teams in the March Madness men’s basketball tournament is very lucrative for their regular-season conference rivals

On any other day, Holy Cross men’s basketball coach Milan Brown would have rooted against the team from Lehigh University, one of his squad’s Patriot League rivals. But last March, as 15th-seeded Lehigh completed a stunning upset of No. 2 seed Duke University in the first round of the NCAA tournament, Brown found himself cheering.

“Because of the pride you have in your league, you want them to do well,” said Brown, who is 2-4 in his career against Lehigh.

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