The demand for college basketball apparel, memorabilia and footwear continues to grow. Fans of all ages purchase autographed caps to promote their favorite players, and they're taking a nostalgic turn and buying basketball jerseys of their own college teams. This demand is met by the modern generation of kids that live on the fashions launched by their favorite basketball stars.

When the NCAA tournament begins in March, the demand for college basketball merchandise goes through the roof. Suddenly, everyone is in the market for college caps, jerseys, shorts, logos, headbands, wristbands and team logo merchandise.

Basketball shoes never go out of style, and every fan wants to sport the shoes endorsed by their favorite athletes. Adidas, Nike and Reebok and Adidas have all fueled this fire by marketing shoes endorsed by popular basketball starts. Since 1923 when Chuck Taylor endorsed his first pair of Converse sneakers, kids have been pleading with parents to buy shoes carrying the name of their favorite athletes. Fueling the merchandising fire is the high voltage advertising that accompanies every basketball game telecast.

The arrival of the Internet has made college basketball merchandise even more accessible. Buyers can now purchase anything and everything online, from college flags, banners, hats, helmets and jackets, to shoes, shorts, watches, jewelry and more. Autographed photographs of favorite players, and photos from historic matches can be easily purchased online. You can even buy a watch that was worn by a coach or a star player.

The Internet has made it extremely easy for fans to find basketball merchandise associated with their particular choice of college. Some sites offer custom-made basketball uniforms, allowing fans the opportunities to enter their size requirements to purchase "regulation" jerseys, jackets and shorts.

You can buy folding chairs available in college colors, stainless steel and pewter travel mugs, thermoses, helmets, and just about anything that you could want emblazoned with a college basketball logo. Even desktops can be personalized for the college basketball fan, with new merchandise like an optical in his or her choice of college colors.

An online auction site can be a great place to pick up college basketball merchandise. There are hundreds of retailers posting basketball memorabilia on these auction sites, waiting to sell to the highest bidder. Buyer, beware: if you're in the market for memorabilia you must bid with caution. There is an influx of fake memorabilia on the market. Always be sure to check the seller's return policy and customer feedback rating before you agree to make your purchase.

From the day the big tourney kicks off in March, right through Christmas, college basketball memorabilia means big bucks for marketers. If you have a college basketball fan on your shopping list, you'll never be short of great gift ideas.