Managers at Hibbett Sports say they see a spike in sales of collegiate apparel this time of year. One manager says sales of a particular school depend on how well they do in March. Some shoppers like Jerry Boyken of Lewisport say they buy more, especially if their school wins the title.
"I bought a couple of shirts after UK won," he says.
But for other fans, it's a year-round obsession. Julie Ball describes herself as a "die-hard" Louisville fan. She says she'll buy U of L apparel anytime of the year.
"I buy the championship t-shirts when they come out, but I'm usually here once a week, or I find a store in Evansville I go to," Ball says.