• Loading stock data...
Thursday, October 9, 2025
One week till Asset Class! Request to Attend

The SEC’s Ascent to Men’s Basketball Supremacy

The conference translated its culture of pageantry and success in football to basketball, and it is poised to send a record number of teams to the NCAA tournament.

Auburn Tigers guard Miles Kelly (13) reacts after hitting a three-point shot against Kentucky during the first half in SEC basketball at Rupp Arena Saturday afternoon in Lexington, Kentucky March 1, 2025
Matt Stone/Imagn Images
Exclusive

LSU Signs Multimillion-Dollar Jersey Patch Deal Before NCAA Approval

A new proposal would allow jersey sponsors in 2026.
Read Now
October 9, 2025 |

A decade ago, while the SEC’s football teams were dominating the initial iterations of the four-team College Football Playoff, its men’s basketball league was, at best, forgettable. The then-14-team conference sent just three to four teams every year to the Big Dance between 2013 and 2017.

But the SEC, known historically as a football conference, has turned itself into a men’s basketball powerhouse—and is primed to make history this postseason.

Since 2015, the SEC has worked to incentivize schools to invest in their men’s programs, including hiring top-notch coaches and building sparkling facilities rivaling those of the conference’s football teams. Through scheduling and publicity, the SEC office has also worked to bring the culture of basketball to SEC country, extending the pageantry of a “college football Saturday” to “college basketball Saturday.”

The league has come a long way.

On the court, Alabama has become a mainstay throughout the past few seasons. This year, Florida has had a breakout run. Auburn held the top spot in the AP Top 25 poll for eight weeks until getting knocked off by Duke on March 9. The Tigers are expected to get the first overall seed in the tournament field, despite losing to Tennessee in the SEC semifinal Saturday. And despite losing legendary coach John Calipari in the 2024 offseason, Kentucky is courting a three-seed under the impressive showing of new coach Mark Pope.

Off the court, the SEC has attracted impressive metrics, from millions of television viewers to celebrity sightings. The conference tournament hosted ESPN’s College GameDay for the first time and solicited the network’s top basketball crew.

All in all, once the SEC conference championship between Tennessee and Florida is decided, the league will likely make history: At least 13 of the SEC’s 16 teams are projected to make the tournament, per ESPN bracketology—smashing the previous NCAA record of 11 set by the Big East in 2011.

“I say, within this iconic conference, that men’s basketball is still this unique growth opportunity,” SEC associate commissioner for men’s basketball, Garth Glissman, tells Front Office Sports. “It’s unique in life, in my view, to have the tradition and passion in the SEC with this growth opportunity in front of us. So the challenge is, how do we raise the profile, and ultimately the outcomes, of SEC men’s basketball in a way that matches the excellence of the conference and football, our premier sport?”


Greg Sankey took the reins of the SEC in 2015, at a time when its men’s basketball power was almost nonexistent. 

For decades, Kentucky had carried SEC men’s basketball on its shoulders, particularly in the years of Calipari (who left abruptly last season to help with a renaissance at Arkansas). Florida has some experience, with two back-to-back championships by Billy Donovan’s program in the early 2000s. The SEC produced NBA players, but most of the schools still treated men’s hoops like an afterthought—and the conference had no central basketball leadership.

Mar 8, 2025; Gainesville, Florida, USA; Florida Gators
Matt Pendleton/Imagn Images

A year after his tenure began, Sankey brought in former Big East commissioner Mike Tranghese as a special advisor to the commissioner of men’s basketball. The goal was to beef up the league—and the hire represented the first time the SEC office employed a dedicated leader of men’s basketball. Three months later, he hired former NBA and college basketball coach Dan Leibovitz to take on the more official role of associate men’s basketball commissioner.

Together, the group created a voice for men’s basketball at the conference office. Sankey and Leibovitz also challenged schools—some of the wealthiest in the country—to use some of the SEC’s existing riches to boost their men’s programs. In 2016, Tranghese reportedly told SEC officials: “You have everything you need.”

“I think Sankey and Dan were able to make the case that they could take all of the financial rewards associated with the conference’s overwhelming success in football and pivot, to some extent, to invest more in basketball,” Glissman says. “And that there were rewards for doing so.”

Glissman says the “primary” investment was “a commitment to hiring elite coaches. And that is absolutely a common thread to the success that we have this season.” 

Current known college coaching salaries demonstrate just how dramatic that investment has been: By 2024, six of the top 20 highest-paid men’s coaches hailed from the SEC. Arkansas’s Calipari ranks second in all of men’s college basketball, earning around $8 million per year. Auburn’s Bruce Pearl ($5.71 million) and Tennessee’s Rick Barnes ($5.7 million) rank fourth and fifth, respectively. Alabama’s Nate Oats ranks 11th ($4.5 million), and Texas A&M’s Buzz Williams ranks 12th ($4.5 million). Mizzou’s Dennis Gates is tied for 17th ($4 million). Even Florida’s Todd Golden, one of the league’s youngest coaches, earns $3.6 million this year.

“We have a lot of alpha personalities, big personalities,” Glissman says. “Guys who, through the sheer force of their personality, can change the trajectory of a program.” (Of course, not every headline is a good one.) And yes, he says, they have a group chat.


The SEC arguably broke through in 2018, when the league sent eight teams to the Big Dance that year—a conference record at the time. Once the schools got rolling, it was up to the league to attract high-level recruits and convert rabid SEC football fans to the hardwood.

Glissman replaced Leibovitz in 2023, as all these factors were converging. “He calls himself a self-proclaimed outsider” to the South—he grew up in Nebraska and lived several years in New York. When he arrived in Birmingham, Glissman noticed an opportunity to capitalize on the region’s recent population and economic boom. “The SEC’s growth in men’s basketball is another example of a rising tide lifting all ships in the sense that there have been so many positive developments in this part of the country—and that has contributed to enormous growth for all SEC institutions,” he says.

Feb 12, 2025; Fayetteville, Arkansas, USA;  Arkansas Razorbacks guard D.J. Wagner (21) talks with head coach John Calipari during a break in the action against the LSU Tigers at Bud Walton Arena. Arkansas won 70-58.
Brett Rojo/Imagn Images

Glissman also has worked to build a flavor of college basketball that replicates “what a college football Saturday in the South means.” The league now emphasizes marquee matchups or rivalry games on Saturdays, like Auburn-Alabama or Texas–Texas A&M. The idea: Encourage fans to extend their traditions, from raucous tailgates to sold-out stadiums, through the college basketball season. That culture has also encouraged fans and donors to support their men’s basketball programs through NIL (name, image, and likeness) deals. With fewer players on each roster, a $3-to-$4 million range per team is enough to put a good roster together in the power conferences, one source tells FOS.

“People primarily associate that [culture] with football,” Glissman says. “But football season doesn’t last all year. So what I’ve tried to do in partnership with our schools and all stakeholders is, hey, let’s give SEC fans, to an even greater degree, an avenue to extend their SEC fandom. It doesn’t have to stop when football season is over.”

The payoff is obvious. The number of league games drawing at least 1 million viewers has exceeded previous seasons “by a substantial margin,” Glissman says. The Feb. 15 Auburn-Alabama matchup, which drew 2.8 million viewers, was ESPN’s most-watched regular-season game in six years. And the conference tournament in Nashville, in addition to getting the College GameDay treatment, is hosting a cadre of NBA GMs. Even country music star Morgan Wallen was in attendance, taking in the quarterfinals from a courtside seat.

Glissman points to the March 1 regular-season matchup between Tennessee and Alabama—a must-win for the Crimson Tide to share a conference title with Auburn—to illustrate the culture that has attracted all this pageantry. A Tennessee buzzer beater and subsequent win solidified Auburn’s top spot, and the Tigers celebrated as if they were the biggest Volunteers fans in the whole country. Players posted a video reacting to the buzzer beater on the team bus, busting out into chants of the Vols fight song, “Rocky Top.”

The SEC has become the strongest basketball league in the country, and has successfully converted its fervent football fans to basketball junkies. But despite its measurable success, one benchmark continues to elude the SEC in this new era: a national championship. The last SEC title was Kentucky’s in 2012.

“I’m not into bold predictions,” Glissman says of the prospect. “But that’s the challenge—and that’s how we are measured.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

exclusive

LSU Signs Multimillion-Dollar Jersey Patch Deal Before NCAA Approval

A new proposal would allow jersey sponsors in 2026.

What If UNC and Belichick Part Ways? The Buyout Structure Is …..

If Belichick is fired without cause in his last two seasons, UNC owes him nothing.

NFL Viewership Reaches Highest Level Since 2010, Up 8% from 2024

Through Week 5, the league’s audience levels are at a 15-year high.
May 10, 2025; New York, New York, USA; Singer Bad Bunny watches game three of the second round for the 2025 NBA Playoffs between the Boston Celtics and the against the New York Knicks at Madison Square Garden.
opinion

How NFL Can Get Its Arms Around Bad Bunny Situation

The league could try to balance Bad Bunny with a MAGA-friendly performer.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Sep 1, 2025; Chapel Hill, North Carolina, USA; North Carolina Tar Heels head coach Bill Belichick on the field before the game at Kenan Stadium

UNC’s Disastrous Season Continues With Report of NCAA Rules Violation

A UNC cornerbacks coach reportedly gave sideline passes to a player’s family.
Oct 4, 2025; Lincoln, Nebraska, USA; Nebraska Cornhuskers defensive back DeShon Singleton (8) celebrates after making an interception during the game against Michigan State at Memorial Stadium.
exclusive
October 7, 2025

Big Ten Considering Investment From California Pension Fund

Under the proposal, Big Ten would spin assets into a new entity.
Oct 4, 2025; Pasadena, California, USA; UCLA Bruins quarterback Nico Iamaleava (9) drops back to pass during the fourth quarter against the Penn State Nittany Lions at Rose Bowl.
October 8, 2025

NCAA Revises the Transfer Portal Windows Around Coaching Changes

The exception for coaching changes is shifting.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Sep 20, 2025; Lincoln, Nebraska, USA; Nebraska Cornhuskers head coach Matt Rhule walks onto the field before the game against the Michigan Wolverines at Memorial Stadium.
October 7, 2025

Big Ten Teams Grapple With Long Flights, Time-Zone Hurdles

Coaches across the country are noticing some impact.
October 7, 2025

NIL Hits Week 1: Auburn’s Atlanta Game Marks Next Step in Player..

The teams will play in the 2026 Aflac Kickoff Game.
Oct 4, 2025; Pasadena, California, USA; UCLA Bruins quarterback Nico Iamaleava (9) passes the ball during the fourth quarter against the Penn State Nittany Lions at Rose Bowl.
October 6, 2025

The Improbability of UCLA’s Incredible Upset Win Against Penn State

Before UCLA beat Penn State, donors were deeply unhappy.
Sep 27, 2025; University Park, Pennsylvania, USA; Penn State Nittany Lions head coach James Franklin reacts during the fourth quarter against the Oregon Ducks at Beaver Stadium.
October 6, 2025

Penn State Has a $50 Million James Franklin Problem

Franklin’s team lost to unranked UCLA on Saturday despite being heavy favorites.