You might expect a basketball coach to be exclusively focused on the on-court action of March Madness, but Kendall Aldridge says it’s about more than sport. 

“It’s a sociological event as much as it is a sports event,” said Aldridge, assistant coach of Men’s Basketball. “Fans from all walks of life tune in, whether they’re alumni or casual sports fans. It’s a time when people connect over their shared love of basketball. You get that sense of community, where everyone feels like they’re part of something bigger.”

He also acknowledged that the tournament is big business.

“The tournament brings in a lot of money—sponsorships, advertising, ticket sales—it affects not just the teams, but the cities and businesses that host the games,” he said. “It creates a boost in local economies, which is often overlooked.” 

Gaurd Collin Albert agrees. A junior Business Management major, he said March Madness is about community.

“It’s a time when everyone can come together, whether you’re at home or in the dorms,” he said. “We’ll have watch parties, discuss the games and celebrate the highs and lows of the tournament. It brings everyone together, even if they aren’t huge basketball fans.”  

But, to be clear, Albert is a rabid fan.

“I plan to make a bracket with my friends and join a few online pools to add to the fun,” he said. “It’s always exciting to see who can predict the upsets or who will pick the eventual champion. Doing brackets with my friends always will be a highlight of the month.”

And he said that he’s hoping for an upset. “I love rooting for a surprise team,” he said. “March Madness is known for its Cinderella stories, and I think there’s always one team that shocks the world. I’m going to go with a mid-major school this year.” 

Aldridge doesn’t have favorites this season. He’s just looking for good games.

“I always look at the top-tier programs—those that have a solid foundation and depth,” he said. “But honestly, anything can happen in March Madness. That’s what makes it so exciting.”