Wisconsin Coach Greg Gard Proposes 40-Game Season
The Wisconsin coach argues that expanding the regular season would drive revenue and fan engagement.
Updated on Oct. 22, 2026 in Basketball
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Should college basketball programs prioritize longer seasons to increase revenue and fan entertainment?
Wisconsin men's basketball head coach Greg Gard is calling for an expansion of the college basketball regular season from 32 to 40 games. Gard advocates for the change to increase television revenue, ticket sales, and fan engagement.
Why it matters
Gard believes that playing more high-level games will boost excitement for fans while providing players with crucial exposure to competitive weaknesses. He specifically proposed 34 conference games and six nonconference matchups to maximize market interest.
The proposal includes 34 conference games and six nonconference contests, with three of those nonconference games featuring power-conference opponents. Gard also requested five exhibition games, though teams are currently limited to three for the 2026-27 season.
The players
Greg Gard
He is the head coach of the Wisconsin men's basketball team and currently serves as the fourth-longest-tenured coach in the Big Ten conference.
University of Alabama
This public university maintains a prominent NCAA Division I basketball program and recently participated in preseason exhibition play.
University of Mississippi
This institution operates a major collegiate basketball program that engaged in a preseason exhibition game.
The details
Gard suggested playing 17 Big Ten home games to improve attendance and create a more consistent product for university supporters. He explicitly stated his opposition to playing college basketball games during the summer months, favoring an expanded traditional window instead.
Timeline
The current college basketball season operates under a 32-game cap for the 2026-27 cycle.
The University of Alabama scheduled an exhibition game against Auburn for October 22, 2026.
Season Trajectory
This proposal highlights a growing tension between traditional athletic scheduling and the push for greater television and ticket revenue. It positions programs to either remain under strict NCAA basketball scheduling regulations or push for a more commercially dense calendar.
Fans in Madison could see a significant increase in home game availability if the 17-game conference schedule is adopted. The expansion would shift the competitive landscape by providing more opportunities for high-level matchups against power-conference programs.
The takeaway
The move reflects an effort to modernize collegiate athletics by prioritizing revenue generation and exposure over shorter, less dense schedules. Coaches and administrators will likely face significant hurdles as they navigate the balance between player development and commercial interests.
Further reading
For more on the current state of the sport, visit the Basketball section.
Source note: This article includes information reported by Journal Sentinel.
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Should college basketball programs prioritize longer seasons to increase revenue and fan entertainment?
