The National Collegiate Athletic Association (NCAA) supports the intercollegiate sports activities of around 1,000 member colleges and universities. A not-for-profit organization, the NCAA administers scholarship and grant programs, enforces conduct and eligibility rules, and works to support and promote the needs of student athletes. The association is known for its lucrative branding and television deals, such as those surrounding the popular "March Madness" tournament for Division I men's basketball. Seeking reform of athletics rules and regulations, officials from 13 schools formed the Intercollegiate Athletic Association of the United States in 1906. The organization took its current name in 1910.