Webster Professor on Why College Hoops Apparel is Big Business

What's the tie between college basketball programs and athletic apparel companies? Big business. To explore the relationship and financial stakes, TIME magazine turned to Patrick Rishe, associate professor in Webster University's George Herbert Walker School of Business & Technology.

“The degree of competitiveness for these sports apparel companies to get their brand name out there is at an all-time high,” Rishe says. “They realize a lot of people are watching.”

Read the full article at time.com.