Before March Madness examines the power dynamics of mid-century college sports when their meaning in higher education was still uncertain, when their future in American culture was still undetermined, and when the ascendance, indeed the very survival, of the NCAA was not yet assured. The book identifies the institutional struggles of college athletics from the late 1930s to the late 1950s and the multiple stakeholders and varied interests contained therein, showing a complex, and often conflicting, view of both college sports and higher education. The NCAA’s insistence on defining college athletics solely within the big-time commercialized model opened itself to severe criticism from within the organization in the form of small liberal arts colleges, medium-size regional and state universities, and historically black colleges, as well as outside it with the creation of the NAIA. The organization, however, successfully used college basketball to both placate internal critics and stave off its external competitor. In doing so, the NCAA managed to create in the public’s mind a singular vision of college sports, often represented by college football, representing only the big-time commercialized model by creating a peace that was purchased through college basketball. The success of NCAA elites to co-opt, divide, and placate its insurgent critics mirrored the larger response of mid-twentieth-century political and economic elites in the face of unprecedented challenges resulting from the civil rights movement, second-wave feminism, and opposition to the war in Vietnam.