March Madness Case Study

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The National Collegiate Athletic Association basketball tournament affectionately known as March Madness has become one of the most popular platform in sports for sponsorships. Especially, the part of the tournament referred to as the Final Four. The fanfare created by March Madness, when student and alumni across the globe represent their college. The prestige associated with NCAA sponsorships, is based on one primary factor. The NCAA has limits placed on the number of sponsorships and the assurance of corporate product or service exclusivity. “The NCAA Corporate Champion and Corporate Partner Program was first introduced in 1984. This program is dedicated to excellence and committed to developing marketing and promotional activities surrounding NCAA championships.” (NCAA) …show more content…
For example, Pizza Hut’s official logo is embossed on Rawlings basketballs at 1991 Final Four in Indianapolis. That captured the attention of a large demographic market. This sponsorship benefited Pizza Hut’s brand and differented them from other pizza chains. The diverse base of the NCAA market also supports the goal of several sponsors to reach a broad-based market through the national scope of the NCAA program. Also, the tournament represents the best of the best and this perception of the march madness can reinforce the image of sponsoring brand. Brands can be consider elite due to their associated with an event that promotes intergrety, teamwork and sportmanship. This dynamic sponsorship has allowed Pizza and Coca-Cola to engage consumers on an ongoing basis, and become part of the fabric of the events. Especially, since sponsorship have multiyear

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