At Morehead State in Kentucky, the university bookstore struggled to keep up with demand for the T-shirts commemorating Thursday’s surprise victory over Louisville. The admissions department was overwhelmed with three times as many application requests as usual. Five times as many people showed up on Friday saying they wanted to tour the tiny campus, officials said.
“We’ve got a real short window for this,” Athletic Director Brian Hutchinson said. “It could all come crashing down on Saturday, or we could be part of the national conversation for another week.”
That is what one victory in the N.C.A.A. tournament can do for a college not accustomed to such attention. And the only guaranteed outcome after two tournament days is that one such college will find itself advancing to next week’s Round of 16.