Frontline

Season 2011 Episode 03.29.11

Money and March Madness

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Aired Tuesday 9:00 PM Mar 29, 2011 on PBS
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This episode of Frontline's main story is called Money and March Madness. It is a look inside the multi billion dollar business that is the NCAA and its amateur college sports brands. Correspondent Lowell Bergman investigates, gaining access to Sonny Vaccaro who is a former marketing executive at Adidas, Reebok and Nike. Sonny is greatly responsible for the super fast commercialization of college basketball within recent years. Now Sonny is out of the business world and is organizing a class action lawsuit aimed at getting some of the money to the actual sports players, as opposed to having it all go to the coaches and companies.moreless
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