The Sponsorship Power of NCAA’s March Madness
- March 13, 2024
- SponsorPusle Staff
The NCAA Division I Men's Basketball Tournament — known as March Madness — is set to captivate audiences from March 19 to April 8, while the women's tournament will grace our screens from March 20 to April 7.
But beyond the thrilling competition and passionate fandom lies a strategic opportunity for brands seeking to connect with engaged audiences.
The Value of March Madness
SponsorPulse’s property report shows that NCAA March Madness holds its ground, ranking impressively as the 34th property out of 686, engaging with over 99 million individuals annually.
Nearly half of Americans between the ages of 13 and 64 engage with March Madness annually, highlighting its enduring appeal across demographics.
According to SportsPro Media, the 2023 edition of March Madness witnessed a notable surge in digital engagement, with the March Madness Live streaming platform reporting a 20 percent year-on-year increase in average watch time.
Fans immersed themselves in the action, consuming an average of 122 minutes throughout the tournament, showcasing a deeply engaged audience hungry for basketball excitement.
But who is following March Madness the closest?
Understanding the Audience
March Madness boasts a unique demographic blend, attracting seasoned enthusiasts steeped in the tournament's rich history and younger fans eager to embrace the spectacle of college basketball.
The tournament resonates strongly with key demographics, particularly males aged 25-39, 19-24, and 40-49, who exhibit notable engagement with the event, per SponsorPulse data.
Interestingly, males aged 50+ do not rank among the top in engagement, but they contribute significantly to the tournament's momentum, passion, and overall excitement. Potentially an opportunity to capitalize on consumer affinity to their alma mater.
This diversity underscores the broad appeal and enduring relevance of NCAA March Madness as a sponsorship opportunity.
Raising the Bar to Forge Meaningful Partnerships
Among the standout March Maness sponsors in last year's tournament were Coca-Cola, AT&T, and Capital One, the top three from a sponsorship awareness perspective, having achieved awareness of 65%+ among those who engage with the tournament. Not only did these brands reach the March Madness audience, but they successfully drove positive attitudinal and behavioral shifts among them.
These brands leveraged the tournament's vast reach to amplify their presence and connect with consumers on a deeper level.
Notably, AT&T's partnership with March Madness underscores the company's commitment to enhancing the fan experience and fostering community engagement. AT&T supports NCAA intercollegiate athletics through collaborative initiatives and programs, emphasizing a holistic approach beyond mere branding.
After last year’s tournament’s success, AT&T extended its sponsorship journey through the 2024-2025 academic year, focusing on leveraging technology to create interactive fan experiences and championing diversity, equity, and inclusion initiatives.
March Madness presents a unique opportunity for brands to connect with a passionate, diverse audience. However, success hinges on creating meaningful connections that resonate with fans.
Brands can emulate AT&T's commitment to deeper engagement and community impact to unlock the true potential of this sponsorship opportunity.
Looking Forward to 2024
March Madness transcends mere sporting competition; it embodies a cultural phenomenon that unites fans, brands, and communities.
As we gear up for another exhilarating tournament, the allure of NCAA March Madness as a sponsorship platform shines brighter than ever, beckoning brands to join the madness and forge meaningful connections with the audience.
Leverage the Madness
SponsorPulse's Benchmark Report guide provides invaluable data-driven insights for brands seeking to slam-dunk their marketing goals. This resource empowers you to choose the right sponsorship opportunity and maximize your return on investment.
Check out SponsorPulse's free Benchmark Report today to unlock the power of data-driven insights for your brand.
