Edit this Published in Freakonomics Radio How Money Is March Madness? Listen Queue Download this audio Want to embed this player? Use the code below. More info. <iframe frameborder="0" scrolling="no" height="130" width="100%" src="https://www.wnyc.org/widgets/ondemand_player/wnyc/#file=/audio/json/277361/&share=1"></iframe> Share on Facebook Share on Twitter Email a Friend The NCAA basketball tournament grabs a lot of eyeballs, but turning them into dollars hasn't always been easy -- even when the "talent" is playing for free.