benefiting. letters, hundreds of millions of dollars and a major influence on a massively popular sports industry. the business of the ncaa is thriving. is it sustainable? the nonprofit organization says it puts its money where its mission is, equipping student athletes to succeed on the playing field, in the classroom and throughout life. they rake in around $800 million each year. its endowment is more than half a billion. where does the money come from? the institution itself based in indianapolis makes money primarily through television rights to the march madness basketball tournament. they get somewhere in the neighborhood of $770 million a year. that constitutes around 70% of the revenue that goes to the ncaa. reporter: cbs and turner sports, part of the time warner family along with cnn, own those broadcast rights. ticket sales also make money for the ncaa and corporate sponsors