More than you might think.
Boosters with large bank accounts are typically fans of sport and whatever industry they have been involved in to make their money. Many times, this includes research-centric fields such as medicine, computer science, engineering, and other technological fields. These people often give to athletics and academics.
Also, the universities themselves often share academic information and resources among other schools in their conference. The BigTen 'only' accepting AAU schools isn't 100% bull. There is some academic merit there. Hiring officials in these places are also more inclined to give internships and job opportunities to people from schools with which they are more familiar, or have some tie to.
My primary point though was that the SEC can make money by tapping new financial resources in the Triangle and Charlotte areas. There are numerous fortune 500 and top research companies with a presence in that area which are potential corporate partners, media sponsors, ticket holders, etc.
Maybe you have heard of Bank of America, Lowe's, BB&T, Reynolds products, Dow Chemical, Family Dollar, VF Industries, Goodrich, BASF, Harris Semiconductor, Alterra, Conexant, Cypress Semiconductor, Intel, NEC, Northrup Grumman, NVIDIA, and Texas Instruments....all have offices, plants, headquarters, and/or research facilities in NC.