As NC State goes on magical runs in both the men’s and women’s NCAA tournaments, the Wolfpack are cashing in.

On Sunday, the third-seeded women’s team advanced to the Final Four for the first time in 26 years, and the 11th-seeded men punched its ticket to the semifinal for the first time in 41 years. The men’s team has now earned about $6 million in NCAA units for the ACC, which the conference will get to distribute to its members over the next six years.

Charismatic big man DJ Burns Jr., the South Region’s Most Outstanding Player whose play drew praise from NBA star Nikola Jokić, has capitalized on name, image, and likeness deals as his star has risen. Since the team’s postseason run began, Burns has signed deals with companies including Adidas, Raising Cane’s, and TurboTax, and he tripled his Instagram followers. The businessman already had NIL deals, his own clothing line, and a small vending machine business before the tournament began.