  Given a mapping from a set of players to the leaves of a complete binary tree
(called a seeding), a knockout tournament is conducted as follows: every round,
every two players with a common parent compete against each other, and the
winner is promoted to the common parent; then, the leaves are deleted. When
only one player remains, it is declared the winner. This is a popular
competition format in sports, elections, and decision-making. Over the past
decade, it has been studied intensively from both theoretical and practical
points of view. Most frequently, the objective is to seed the tournament in a
way that "assists" (or even guarantees) some particular player to win the
competition. We introduce a new objective, which is very sensible from the
perspective of the directors of the competition: maximize the profit or
popularity of the tournament. Specifically, we associate a "score" with every
possible match, and aim to seed the tournament to maximize the sum of the
scores of the matches that take place. We focus on the case where we assume a
total order on the players' strengths, and provide a wide spectrum of results
on the computational complexity of the problem.
