The National Basketball Association stands apart from the pack with its annual All-Star Weekend, which tipped off last night in Houston, Texas and will continue through Sunday.

FORBES: NBA All-Star Weekend Welcomes Variety Of Events (Plus Brands)

While the easiest calculable money that Wichita State will bring in as a result of its Final Four berth is that from the NCAA basketball fund, Wichita State stands to earn significantly more from other resources.

FORBES: A Final Four Berth Means Big Money For Wichita State Basketball

During basketball broadcasts hawkers walk through the theater selling peanuts and flinging T-shirts into the stands.

FORBES: Screen Play

Her two-and-a-half-year-old daughter, Jada, sat in the stands, alternately sucking on watermelon slices and lollipops, along with husband, former U.S. basketball player Brian Lynch.

FORBES: Connect

For the past couple of seasons the best way for a pro basketball player to make the evening news has been to start a bench-clearing brawl or run up into the stands to attack the fans.

FORBES: Magazine Article