Sport economic impact studies face varied conclusions (from statistically zero to eye-popping impacts) as to the impact that sports teams or events have on a local economy. We perform an economic impact study using a unique dataset of season ticket holders for men’s basketball at the University of Kentucky and the University of Louisville. We find the direct economic impact is $34.7 million for the University of Kentucky and $10.3 million for the University of Louisville from the baseline analysis. We perform sensitivity analyses to see how different assumptions affect the economic impact of these programs.