As Kentucky and Indiana prepare for their clash on Saturday, Indiana athletes downplay the rivalry while magnifying the game's significance.
The city could see an added economic boost because two of the teams are close to home.
Indiana has been chosen the number-one team in the nation for the upcoming season in several preseason polls.
A recent study published by The Wall Street Journal ranked Indiana Men’s basketball the third most valuable program
Indiana University fell to number one seeded Kentucky in Friday's Sweet 16 game.
A bus pulled off before daylight to take IU students to see the Hoosiers play number one seed Kentucky Friday night.
The winner of tonight's IU/Kentucky game will head to the Elite 8 on Sunday.
The IU ticket distribution method is based on how many games a season ticket holder attended during the season.