Badgers in the Final Four brings positive attention to Madison - WKOW 27: Madison, WI Breaking News, Weather and Sports

Badgers in the Final Four brings positive attention to Madison

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MADISON (WKOW) -- A Final Four win on Saturday for the Badgers could impact more than the school's trophy case.

Deb Archer, the president and CEO of the Greater Madison Convention & Visitors Bureau, says the national attention being given to the Badgers, is also giving Madison some recognition.

"It draws attention to Madison, which is great, and it's so positive," Archer said. "It puts a spotlight on us all week, from all the sports networks, major channels, cable channels, talking about Madison, about what a great sports town it is, what a great university we have. We can not pay for that kind of exposure that puts a positive spotlight, a positive spin, and a positive story about this is a great place to come visit, to live, to work, and to play."

Madison retailers and businesses will also likely benefit from the Badgers' trip to the Final Four.

"We look forward to all of our businesses really reaping a lot of benefits from this and to thank this team for putting us in the spotlight," Archer said.

Archer says Madison is a great place for people to come watch the game.

"I think it's the energy, the vibe that this city gives off, that's why people want to come here and experience it," Archer said. "I mean I have to believe there were people who came here to watch the game last weekend, and there will be people who come this weekend if they can't go to Dallas."

Archer said the Badgers are probably the biggest brand this city has.

"That is probably the most prominent message that gets out about Madison on a regular basis, and it's always positive," Archer said. "We have great athletes, We have an academic program, we have great coaches, everything about it is positive. And so we are grateful to them everyday for what they help us do."

Wisconsin plays Kentucky on Saturday in North Texas.

Archer joined us on 27 News at 5 on Tuesday.

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