College basketball in the U.S. features student-athletes competing for their universities, governed by national bodies like the NCAA and NAIA, which organize teams into divisions and conferences. Traditionally, conferences were formed by geographic proximity to foster rivalries and minimize travel costs, though institutional compatibility, such as the Ivy League's academic standards, also played a role. However, since the 1990s, geographic ties in NCAA Division I have significantly diminished. This is dramatically illustrated by the Big Ten's expansion to include four Pacific Time Zone members by July 1, 2024, and the Atlantic Coast Conference (ACC) adding California and Texas schools in mid-2024. These profound shifts are primarily driven by institutions seeking lucrative media rights deals and competitive football partnerships, creating a "domino effect" that reshapes basketball conferences and often prompts smaller leagues to recruit teams from lower divisions to remain viable.