March Madness: Experts comment on picking underdogs, prop bets and economic benefits

Mar 18, 2025

1 min

Jackie SilvermanTim DeSchriverMatthew RobinsonMatthew McGranaghan


Why do people pick underdogs when filling out their brackets for the NCAA men's and women's basketball tournaments? How do people consume March Madness? How does the tournament benefit host cities and teams economically? University of Delaware experts have the answers.


The following UD faculty members can provide their expertise for journalists working on stories about the tournaments.


Jackie Silverman, assistant professor of marketing: Why people might have chosen underdogs still hanging around in their brackets,


John Allgood, instructor of sport management: How people consume March Madness (streaming vs. cable TV) and how major collegiate sports events can help brand individual schools. Contact UD media relations to reach him.


Tim DeSchriver, associate professor of sport management: Sports gambling (including prop bets) and advertising targets.


Matthew Robinson, professor of sport management: Economic benefits of the host city.


Matt McGranaghan, assistant professor of marketing: Consumer attention span during commercial breaks.


To reach these experts directly and set up interviews, visit the expert profiles below and click on the contact button.

Connect with:
Jackie Silverman

Jackie Silverman

Assistant Professor, Marketing

Prof. Silverman's research examines several facets of judgment and decision making and consumer psychology.

Prosocial ActionsConsumer PsychologyMarketingDecision MakingJudgement
Tim DeSchriver

Tim DeSchriver

Associate Professor of Sport Management; Area Head - Sport Management

Prof. DeSchriver’s research is in sport finance, economics and marketing; specifically professional sport and collegiate athletics.

Sport ManagementSports FinanceProfessional SportCollegiate Athletics
Matthew Robinson

Matthew Robinson

Professor, Sport Management

Prof. Robinson is an expert on international sport development.

CoachingSports as a Diplomatic ToolInternational Sports GovernanceU.S. Sports ModelOlympics
Matthew McGranaghan

Matthew McGranaghan

Assistant Professor, Marketing

Prof. McGranaghan studies the economics of consumer attention and the indirect effects of marketing interventions.

Business AdministrationNeuroscienceApplied EconomicsManagementMarketing

You might also like...

Check out some other posts from University of Delaware

3 min

AI-powered model predicts post-concussion injury risk in college athletes

Athletes who suffer a concussion have a serious risk of reinjury after returning to play, but identifying which athletes are most vulnerable has always been a bit of a mystery, until now. Using artificial intelligence (AI), University of Delaware researchers have developed a novel machine learning model that predicts an athlete’s risk of lower-extremity musculoskeletal (MKS) injury after concussion with 95% accuracy. A recent study published in Sports Medicine details the development of the AI model, which builds on previously published research showing that the risk of post-concussion injury doubles, regardless of the sport. The most common post-concussive injuries include sprains, strains, or even broken bones or torn ACLs. “This is due to brain changes we see post-concussion,” said Thomas Buckley, professor of kinesiology and applied physiology at the College of Health Sciences. These brain changes affect athletes’ balance, cognition, and reaction times and can be difficult to detect in standard clinical testing. “Even a minuscule difference in balance, reaction time, or cognitive processing of what’s happening around you can make the difference between getting hurt and not,” Buckley said. How AI is changing injury risk assessment Recognizing the need for enhanced injury reduction risk tools, Buckley collaborated with colleagues in UD’s College of Engineering, Austin Brockmeier, assistant professor of electrical and computer engineering, and César Claros, a fourth-year doctoral student; Wei Qian, associate professor of statistics in the College of Agriculture and Natural Resources; and former KAAP postdoctoral fellow Melissa Anderson, who’s now an assistant professor at Ohio University. To assess injury risk, Brockmeier and Claros developed a comprehensive AI model that analyzes more than 100 variables, including sports and medical histories, concussion type, and pre- and post-concussion cognitive data. “Every athlete is unique, especially across various sports,” said Brockmeier. “Tracking an athlete’s performance over time, rather than relying on absolute values, helps identify disturbances, deviations, or deficits that, when compared to their baseline, may signal an increased risk of injury.” While some sports, such as football, carry higher injury risk, the model revealed that individual factors are just as important as the sport played. “We tested a version of the model that doesn’t have access to the athlete’s sport, and it still accurately predicted injury risk,” Brockmeier said. “This highlights how unique characteristics—not just the inherent risks of a sport—play a critical role in determining the likelihood of future injury,” said Brockmeier. The research, which tracked athletes over two years, also found that the risk of MSK injury post-concussion extends well into the athlete’s return to play. “Common sense would suggest that injuries would occur early in an athlete’s return to play, but that’s simply not true,” said Buckley. “Our research shows that the risk of future injury increases over time as athletes compensate and adapt to small deficits they may not even be aware of.” The next step for Buckey’s Concussion Research Lab is to further collaborate with UD Athletics’ strength and conditioning staff to design real-time interventions that could reduce injury risk. Beyond sports: AI’s potential in aging research The implications of the UD-developed machine-learning model extend far beyond sports. Brockmeier believes the algorithm could be used to predict fall risk in patients with Parkinson’s disease. Claros is also exploring how the injury risk reduction model can be applied to aging research with the Delaware Center for Cognitive Aging. “We want to use brain measurements to investigate whether baseline lifestyle measurements such as weight, BMI, and smoking history are predictive of future mild cognitive impairment or Alzheimer’s disease,” said Claros. To arrange an interview with Buckley, email UD's media relations team at MediaRelations@udel.edu

1 min

University of Delaware's physical therapy program ranked #1 graduate school in the U.S.

The University of Delaware's physical therapy program has been ranked #1 in the 2026 edition of Best Graduate Schools, U.S. News and World Report. The program has revolutionized the use of prosthetics, helped students become trainers for Super Bowl champions and boasts unique specialized training. Darcy Reisman, chair of the program, can talk about the following: Research: One study incorporated walking into daily behavior for stroke patients. Our PT researchers have also revolutionized the use of prosthetics to improve the lives of those who have lost limbs. Professional outcomes: Two of our PT grads were on the Philadelphia Eagles’ training staff during their Super Bowl run. Another is working in Major League Soccer with a Tennessee-based team. Specialized training: UDPT has an accredited Manual Fellowship Program that provides post-professional training for physical therapists in the specialized area of Manual Therapy.Research In total, U.S. news ranked 24 UD graduate programs among the best in the nation. Among those, 13 were in the top 50, including chemical engineering at #8.

2 min

In new book, entomologist shows homeowners how to make changes in their yards

They asked, he answered. In his new book, "How Can I Help?: Saving Nature with Your Yard," nationally known University of Delaware entomologist Doug Tallamy addresses the most common questions he receives from homeowners looking to do their part to impact the food web, boost biodiversity and replace invasive plants with native ones. “Change is afoot!” Tallamy writes in the book, which was released today, April 8. “The cultural change from an adversarial relationship with nature to a collaborative one is starting to happen, and it gives me hope about the future of diversity and thus our own future.” Tallamy, TA Baker Professor of Agriculture and Natural Resources, wrote “How Can I Help” to tackle questions he’s received over email and during talks he has given around the U.S. “I get the same questions over and over again,” Tallamy said. “They fall into easily arranged categories: Questions about oaks, questions about ecology, questions about invasive plants. The book almost wrote itself in that sense.” Some of those common questions include: • Why should I care about the food web? • How should I choose the right native plants for my property? • What is the greatest threat to oaks? • How do we prioritize which invasive species to get rid of? • Are bug zappers hurting insect populations? • Is it better to have fewer plants of lots of species or more plants of fewer species? • Is it good to feed the birds? Tallamy is available for interviews to discuss "How Can I Help" or other relevant topics. To reach him directly, visit his profile and click on the "connect" button.

View all posts