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If we stop mentioning that the Final Four takes place in Indiana, does it actually take place in Indiana?

With the backdrop of the state of Indiana passing a law that could open the door to legalize discrimination against the LGBT community, much has been said about the prospects of Indianapolis hosting future tent-pole sporting events like the Final Four or the Super Bowl. We’ve seen companies pull funding, job creation and event participation from the state, but we haven’t heard much about the present impact of such a big sports gig — the native marketing of the state through association with the game.

Every one of the Final Four teams trailed at some point in their Elite Eight games. But each of their coaches made in-game lineup adjustments and strategic shifts that led their team to victory. The institutions at the center of college basketball’s signature weekend need to be similarly adaptive to respond to the cultural flashpoint in Indiana.

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