Dont confuse non-profit with poor. The NCAA sold rights to basketball tournament for $10 billion over 14 years. TEN BILLION. And you don't think they are getting rich? The IA HS Athletic Assoc is non-profit but has millions in holdings. Channel 13 did a story on it a few years ago.
The conference sell TV rights for hundreds of millions of dollars. They swap conference partners and disregard 100 year traditions for what, exactly?
And they aren't profiting?
10 billion, yes.
Thats about 700 million a year, but thats just revenue. Now subtract the costs from hosting this event and the multitude (almost 100 iirc) of championships the NCAA holds that lose money. Now divide that by the hundreds of institutions that get a cut of NCAA money. You start getting to relatively small numbers.