By Ethan Hoang, @deca.ethanhoang | Denver South High School, CO
Every year, March Madness is a major sporting event in the United States where 68 teams compete for the NCAA championship. Viewers can predict winners in brackets, and there are many incentives for getting a perfect bracket (which is nearly impossible).
With this highly anticipated and exciting event, the NCAA can generate $1 billion in revenue solely from March Madness. Whether it is sponsorship deals where companies host publications of March, or actual product sales like jerseys and t-shirts being sold at venues.
March Madness has become a major competitor in the sports industry, with everyone involved. Below is some information on how marketing shapes March!
Bracket Campaigns
Companies create their own bracket contests and drive engagement, with millions involved in the lead-up to millions wanting to watch the March games and see if they win. Examples of these contests include ESPN, CBS, and the official March Madness website.
Moment Marketing
Brands and consumers react instantly to big plays during March. If a buzzer beater is hit, brands use it and tie it into their brand. You, of course, get the occasional meme out of it as well!
Upset victories also provide underdog-themed brand messaging, which brands usually enjoy exuding. These directly tie into game excitement and engagement.
March isn't just a basketball event; it's a prime marketing masterclass and one of the most exciting, profitable events.
