Robinson said the university has seen sponsorships jump an average of 25 percent each year since the Final Four run in 2011. This year, it’s up 27 percent.

“For sponsorships, that’s pretty good. Especially in this day and age,” he said.

That additional revenue goes to operating the athletic department, which uses it, among other things, to bring in more tutors and allow coaches to better recruit.

Much of the growth has come from existing sponsors who are looking for more exposure. A sponsor that used to run an ad in a game program, for example, will now pay to be part of the radio program.

The sponsor dollars have changed game day at the Siegel Center by bringing in more promotions and activities during breaks in the action.

“I would say that we have become much more interactive with our sponsors than we were five or six years ago,” said Robinson, who said that activities during breaks in play are “very choreographed” and “it’s a two hour and 30 minute entertainment blitz.”