EAST RUTHERFORD, N.J.--The Hawk will never die, as the school slogan goes, but no one thought it would ever live like this.

The Saint Joseph's Hawks, a smallish team from a small university, is the object of gargantuan attention. First, with their long unbeaten run and their quotable coach, the Hawks captured the attention of Philadelphia newspapers and radio and TV stations usually more interested in the city's professional teams.

Now at the Continental Airlines Arena, within sight of the New York City skyline, the Hawks' parade has been joined by the New York media. Wake Forest may beat St. Joe's when the teams play at 9:57 tonight, but the Demon Deacons have already been trounced in the contest for public attention.

Wake never had a chance. How do you become more appealing than the story of a city school of 3,800 undergraduates that goes undefeated in the regular season, makes the cover of Sports Illustrated for the first time, reaches No. 1 in the nation and claims the No. 1 seeding in its NCAA Tournament regional?

The Hawks are led by unanimous All-America Jameer Nelson, a rare senior star who opted against jumping to the NBA. Their coach, Phil Martelli, is a funny, likable man whom the university stood by despite three straight losing seasons from 1997 to 2000. The Jesuits are now enjoying the fruits of that faith.

The phenomenon of St. Joe's began after the Philadelphia Eagles lost to the Carolina Panthers in the NFC title game. Disappointed Philly fans turned to the surging Hawks.

The hype leaves St. Joe's well prepared for the pressure of the NCAA Tournament, but Martelli remains dumfounded by the extent of the interest. This was once a regional team known mostly for triumphs during the era when players wore canvas Converse All-Stars. For years, St. Joe's was just one-fifth of Philadelphia's Big Five basketball schools.

Now, even the voluble Martelli has trouble talking enough to satisfy all the requests for interviews.

"This thing has just kept climbing and climbing," he said Wednesday during a meeting with media. "We all look around, and we'll say, 'That's as much as it can become. Can't get any bigger than that, can it?' It just keeps getting bigger."

Into this Hawk hoopla walks Wake Forest, also a relatively small, private school led by a talkative coach, a sensational point guard and carrying its own version of goodness triumphant. But the only role left for Wake is that of the villain. The team in black could send the Hawks home.

Wake's heavy role was sealed by the comment of one of its most famous alumni, Billy Packer. The former Wake point guard turned blunt CBS commentator argued with Martelli on a Selection Sunday show about whether St. Joe's deserved a No. 1 seeding. Packer has been assigned to tonight's game.

Martelli said he "laughed out loud" when he heard Packer would be at the game, but he welcomed it as good drama.

"I think that this is supposed to be about stories, and there are a lot of stories other than the game on the court."

One of those stories was by New York Daily News writer Dick Weiss, also the writer of a current book by Packer's rival, ESPN's Dick Vitale. Weiss reported that Packer had tried to get out of the Wake-St. Joe's assignment.

As a player, Packer helped Wake beat St. Joe's in the 1962 East Regional semifinals. Now the Hawks feel he's against them on TV.

St. Joe's guard Delonte West said the players didn't appreciate Packer saying they were seeded too high, just as they were celebrating the honor.

"It seemed like he just took a cheap shot at us," West said.

Between the teams, there has been no opportunity to build a rivalry. Although Wake and St. Joe's were once regular opponents, they haven't played each other for more than 20 years. Players with both teams expressed respect for each other and look forward to the matchup of two great guards, the senior Nelson and Wake freshman Chris Paul, the ACC rookie of the year.

Martelli and Wake coach Skip Prosser are friends going back to when Prosser was Xavier's head coach. He regularly faced St. Joe's, a fellow member of the Atlantic 10.

As Prosser spoke to a circle of reporters in the Wake locker room, Martelli showed up in the doorway and told the Wake coach, "I've heard a lot about you."

Prosser looked up at the face now familiar to so many and said, "Phil, right? I've heard a lot about you, too."

After tonight, Prosser hopes he'll hear a lot less.