While NCAA officials and athletic directors debate over whether student-athletes should be paid more than the scholarships they receive, March Madness has turned into a mega business. From a business perspective, cities hosting March Madness games–especially Atlanta which will host the Final Four–stand to gain lucratively. Apparel companies, including Nike, adidas and Under Armour, will see a boost in sales as their logos are postured on team’s jerseys throughout the tournament. However, it may not be host cities or apparel companies that stand to make the most from March Madness. Rather, the bulk of the March Madness money is likely to be made on sports betting.