By IlliniGuys Staff

March 30, 2026

We'll let you in on a little secret that IlliniGuys members have heard for years:

There's no publicity like late March publicity.

IlliniGuys co-founder Larry Smith spent a quarter of a century working for CNN Sports and Turner Sports; covering a dozen Final Fours and reporting on the NCAA Tournament for more than two decades. He's seen close up the difference making a late run can mean not just for that team but for a college program for years to come.

It's how Michigan basketball remained a household name years after John Beilein - and a pair of national title game appearances - left to try his hand at the NBA and how Gonzaga became the marquee team on the West Coast.

Reaching the NCAA Tournament is a goal for every team and their fanbases. But the spotlight really starts to shine when the field is trimmed 16 teams. Who are these players and coaches? What makes them unique?

Believe it or not, but it's in these two weeks where brands are established and cultured. Why do you think it's Michigan State and not Indiana that plays in "classic" made-for-TV games every November?  Indiana has five NCAA championships, but just four Sweet 16 appearances this century. Conversely, the Spartans have reached the regional semifinals 15 times during that same time, including the Big Ten's lone national title.

Illinois has already enjoyed a taste of that. From playing in New York's famed Madison Square Garden four consecutive years to a smorgasbord of neutral site games against some of the nation's elite to their first Elite Eight appearance two years ago, the Illini are once again a national brand. They appear in preseason Top 25 rankings -more about respect than anything in the transfer portal era - and their players land on All-America lists; already four of those this decade with more to come.

It's when even non-sports media take notice. The Wall Street Journal focused on the Balkan connection. The made-for-Hollywood tale of freshman All-America Keaton Wagler made People Magazine last week:

https://people.com/all-about-keaton-wagler-parents-logan-and-jennifer-wagler-11935221

CBS Sports focused on junior wing Andrej Stojakovic and his NBA pedigree:

https://www.youtube.com/watch?v=7_9o20FXpk8

And now that it's Final Four time and the Illini have taken their place on center stage, you will hear lots this week about Brad Underwood's journey from junior college ball to his dream job at Illinois:

https://www.usatoday.com/story/spor...-basketball-dream-job-final-four/89374777007/

There will be plenty written and said this week about David Mirkovic's cowboy hat, Kylan Boswell's return to Champaign, maybe even Jake Davis' hair. The fervent faith of Ben Humrichous and his Christmas break marriage to former Illini baller Adalia McKenzie may be on the table.

And in between, they'll talk a little basketball. Gone are the lamentations about Illinois' missed overtime opportunities and blown leads. Instead it's about an offensive juggernaut turned defensive gestapo; the only Final Four team holding its last three opponents to under 60 points. Did you think for a minute when the Illini walked off that court in Manhattan 13 points less than powerhouse UConn on Black Friday that they'd be favored over the Huskies in a Final Four rematch four months later?

The 2005 version of the Illini was already a collection of rock stars before they rolled into St. Louis for that final weekend; a near perfect regular season had put them on the front page nationwide for two months prior.

This time, all of us already know about these Illini. The nation is about to find out.