(1) Men's basketball: national attention. TV runs pieces for a week on your institution if you are the little guy who upsets one of the Big 5 conferences in the first round. Great PR for the institution.
(2) FCS football
(3) Women's basketball: Local attention. There's some link to high school girls in the local community that I don't understand, but it is there. Groups of girls (presumably HS basketball players) start showing up at the games, and dads start appearing with their daughters. (I like the initial emphasis of Barnes on local recruiting--I'm betting there's a long-term payoff there.)
