Beyond the Bracket: NCAA March Madness Sponsorship on the Rise

April 9, 2025
SponsorPulse Staff

Photo by Markus Spiske, courtesy of Unsplash

March Madness is more than buzzer-beaters and brackets—it’s one of the most powerful brand stages in sports. In this article, we explore how NCAA Basketball is delivering unmatched impact for sponsors through high engagement, cultural relevance, and emotional connection.

Every March, NCAA Madness takes over. From last-second shots to Cinderella stories, it’s one of the most thrilling events in sports—and fans aren’t the only ones showing up in full force. Brands are leaning in too, and for good reason.

According to SponsorPulse data, NCAA Basketball is leading the way when it comes to sponsor impact. It delivers top-tier awareness (61%) and drives some of the highest gains in brand favorability (+47%) and purchase intent (+39%) among those aware of a sponsorship . In short: March Madness isn’t just a cultural phenomenon—it’s a marketing powerhouse.

And this year, the stars have been shining bright. Paige Bueckers has been lighting up the court for UCONN, reminding everyone why she’s one of the most electric names in college basketball. On the men’s side, Duke’s Cooper Flagg has taken much of the spotlight, with his standout freshman season drawing comparisons to NCAA legends. Their performances have driven fan excitement, creating value for sponsors in the mix.

Savvy brands are already taking advantage. Partners like Capital One and AT&T are using March Madness to connect with highly engaged Gen Z audiences and the broader public. The combination of emotional connection, cultural relevance, and mass reach makes this tournament one of the best bets in sports marketing.

And let’s not overlook the momentum behind the women’s tournament. With its own standout moments and growing viewership, it gives sponsors an opportunity to connect with passionate fans all year long.

Here’s what we’re seeing:

Massive Impact – NCAA Basketball sponsorships deliver high awareness and strong brand lift.
Star Power Matters – Players like Paige Bueckers and Cooper Flagg drive media buzz and fan engagement, amplifying sponsorship exposure.
Double the Opportunity – With the women’s and men’s tournaments both gaining steam, brands have a full-court opportunity to reach and resonate.

🎓 Ready to take your strategy to the next level?
Join our exclusive webinar: Beyond the Bracket: March Madness Sponsorship

We’ll explore audience behavior, brand exposure insights, and this year’s top performing sponsors — bridging fan impact with media value analysis. Whether you're a brand, property, or agency, walk away with actionable takeaways to inform your sponsorship strategy in 2025. Register here.

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