Each year, March Madness is the NCAA’s biggest event from a revenue standpoint.

It brings in more than $900 million annually, as CBS reported in 2015, with about $770 million of it coming from the 14-year $10.8 billion deal the organization signed with CBS for the tournament’s broadcasting rights back in 2006. Although it brings in this massive revenue for the NCAA, players are not only unable to earn a lucrative salary — although scholarships can also cover food and housing with small stipends — or any revenue sharing from their success, but they are unable to profit from their likeness.