The National Collegiate Athletic Association (NCAA) supports the intercollegiate sports activities of about 1,300 member schools and organizations. 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 well-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 1905. The organization took its current name in 1910.