When Oakland University’s 14th-seeded men’s basketball team defeated No. 3 Kentucky on Thursday night, delivering the first shocking upset of this year’s N.C.A.A. tournament, it cast a spotlight on the relatively anonymous university based in Rochester, Mich.
And if history is any indication, the next few days and weeks — and perhaps longer — promise to be a lucrative time for the school.
Upset victories by double-digit seeds are not just a big deal for busted tournament brackets. They also raise the profile of the schools who pull off the shockers. Big wins routinely lead to spikes in applications, enrollment and, as the university community rallies around its team, alumni contributions.