Many brands take advantage of the spotlight that NCAA March Madness provides, and product launches are a common theme among many brands. More than 10 brands through the first two rounds of men’s college basketball promoted their new products using ad space during the tournament.
Coca-Cola, Sonic, Taco Bell, and Nissan are a few of the brands that capitalized on ad space for a new product while each leveraging NCAA Schools & Conferences; the most out of any other league/association. Coca-Cola and Nissan have over 120 sponsorship deals respectively across sports & entertainment.
Nissan has multiple campaigns running throughout the tournament including eight ad spots featuring six new vehicles; including the all-electric Ariya and all-new Z. 39% of Nissans sponsorship portfolio is with NCAA Schools & Conferences which amounts for over 50 sponsorship deals.
Sonic debuted their Oreo Waffle cone on CBS during the first round. 25% of Sonic’s sponsorship portfolio is with NCAA Schools & Conferences. Sonic also has deals with two teams who made the NCAA tournament this year, the Arkansas Razorbacks and Texas Tech Red Raiders.
Coca-Cola Coffee with Vanilla flavoring has been showcased during multiple rounds of the tournament. Having over 1,000 sponsorship deals worldwide, Coca-Cola’s sponsorship portfolio has NCAA Schools and Conferences beating out Major Pro Sports and any other leagues as the brand has 13% of their total deals within those schools/conferences.