The Olympics are over. The Super Bowl is past. The World Cup is yet to come. But don’t fear sports marketing fans, it’s March Madness time, and though the tip-off is days away, many brands are gearing up with NCAA, basketball and bracket-fueled initiatives.
While several of the NCAA Men’s and Women’s tournament sponsors have yet to reveal their plans, including AT&T, Capital One and Coca-Cola, there are plenty of others, official and unofficial, that are willing to take their shots early.
Sling TV
Live streaming platform Sling TV has enlisted basketball star Trae Young to champion the underdogs of the tournament. The player known as “Ice Trae” (for his cool staying calm in high-pressure situations, Young will be the face of Sling’s “When the Underdogs Win, You Win” promotion, which will reward those who purchase a Sling Pass (in 1-, 3- and 7-day options) a $1 deal on their next 1-day pass should any 12-to-16 seed team advance to the round of Sweet Sixteen.
“Our Passes are about redefining flexibility in live TV,” said Seth Van Sickel, Senior Vice President, Sling TV, in a statement. “Fans should have the flexibility to tune in for the biggest moments in sports when they want. With this underdog-driven offer, we’re rewarding viewers for watching the tournament’s most exciting surprises.”
State Farm
What a difference an NIL deal can make. With restrictions on the use of college athletes in commercials lifted, State Farm will showcase Duke freshman twins Cameron and Cayden Boozer in their first-ever commercial for the brand.
The commercial, “Will You Be There,” depicts the two players facing off in black-and-white with heavy undertones as they ask whether people will be there “When the road gets dark,” or “When adversity comes out of nowhere,” or “When I misjudge the size of the parking space.” Brand character Jake pops in to assure the twins that he will. The campaign is part of State Farm’s larger “With the Assist” sports marketing platform that shows that great assists can happen anywhere, on the court or elsewhere in life.
Planet Fitness
Planet Fitness also enlists current college athletes to sell its services as well. UConn guard Azzi Fudd and Michigan point guard Elliot Cadeau appear in a campaign alongside legendary college basketball commentator Dick Vitale, touting the chain’s Black Card Spa features, including massage chairs. The “Rebound & Recover” campaign showcases the importance of recovery as part of the tournament ritual for the two basketball stars.
“March basketball brings unparalleled excitement, but also immense physical and emotional investment from fans and athletes alike,” said Brian Povinelli, Chief Marketing Officer at Planet Fitness, in a release. “Beyond providing a high-value, affordable experience and environment for all fitness levels to get stronger, our Black Card Spa® and Rebound & Recover bus serve as a space to de-stress and prioritize recovery.”
Marriott Bonvoy
For fans looking to support their teams at early round matchups, and for the fewer who will be heading to Indianapolis or Phoenix for the Final Four(s), travel will be the name of the game. Marriott Bonvoy is using the tournament excitement to position itself as the fans’ travel brand, with a new “Where Gameday Checks In” campaign.
The effort shows various collegiate teams and fans giving themselves pep talks in the chain’s hotel rooms, lobbies and other common areas. The campaign will be supported by a social series, “Hotel Highlights,” that will give fans a closer look at the stories depicted in the campaign, as well as behind-the-scenes moments with some of the famous faces that appear in it.
“Our new ‘Where Gameday Checks In’ campaign is rooted in a simple truth: the moments that happen around the game are often the ones that stay with us,” said Mandy Gill, Managing Vice President, Brands, Marketing and Digital, U.S. and Canada, Marriott International. “Both sports and travel have an impact on shaping who we become, and Marriott Bonvoy elevates the experience of being there by bringing these moments to life across more than 30 hotel brands.
In addition to the linear campaign, Marriott Bonvoy is teaming with the “Show Me Something” podcast, hosted by professional basketball player Sophie Cunningham and sports journalist West Wilson, to host special “Live From the Bracket” episodes that will feature conversations about the culture of college hoops and life on the road. The brand will also give its rewards club members the opportunity to land a special stay at the Sheraton Phoenix Downtown during the NCAA Women’s Final Four weekend.
Degree
Pressure can bring perspiration (and so can exercise). Degree is using those aspects of the tournament (but really the former) to show off its Degree Clinical 5X deodorant, which delivers 96 hours of sweat and odor protection for those critical moments.For the campaign, Degree has teamed up with NBA star Chet Holmgren and WNBA 3-time champion Candace Parker to share their experiences with pressure in a campaign that will include social, digital, streaming and retail.
“High-stakes moments don’t just happen on the court – they happen in living rooms, offices, restaurants on first dates, on the streets, and everywhere in between,” said Chris Symmes, Head of Marketing at Degree Deodorant, in a release. “March Madness is one of the most emotionally charged times of the year, and with that intensity comes sweat. Degree Clinical 5X delivers 96 hrs of sweat and odor defense when any kind of pressure peaks, so people can stay confident, focused, and in the moment.”
ESPN
What would the tournament be without obsessively poring over brackets and winning the office pool by picking the perfect Cinderella upsets? It would be less fun, for sure, but for some it can be a problem … at least in the humorous sense. ESPN is following last year’s “Bracketbrain” platform with a new campaign for its “ESPN Tournament Challenge” that mocks both the obsessiveness and the ubiquitous pharma commercials that dominate television marketing.
In a 30-second spot, a number of people are shown suffering from Bracketbrain, seeing brackets everywhere and having it dominate their lives. To the rescue is ESPN bracketologist Joe Lunardi to suggest that the Tournament Challenge is the “Number 1” treatment for the malady, though it may come with side effects such as “elation, heartbreak and/or emotional whiplash.”
“When the calendar hits March, filling out brackets is all anyone can think about,” said Seth Ader, Vice President of Brand Marketing at ESPN, in a release. “With the Bracketbrain campaign, we’re shining a light on this great time of year, diagnosing the behavior, and reminding fans that ESPN Tournament Challenge is the place to celebrate their obsession.”
Odditt
Sports data company, meanwhile, is going after the more casual tournament fans, with a new tool that will help those who don’t follow college basketball to complete their bracket based on answers to innocuous factors such as their favorite colors, jersey numbers, mascots and zodiac signs. The platform will weigh these answers against Odditt’s sports data to fill out a personalized bracket, with a rationale for each pick.
Domino’s
And what would sports-watching be without pizza? Domino’s is using the tournament to drop its “Best Deal Ever”: any pizza with any toppings for just $9.99 each. For those unsure of their options, the chain has enlisted several basketball notables and influencers, including Cameron and Cayden Boozer, to share their favorite combinations.
“The games are almost here, and we knew we had to give basketball fans the MVP of all deals to enjoy as they watch the tournament with their friends and family,” said Kate Trumbull, Domino’s executive vice president and chief marketing officer, in a statement. “Basketball watch parties and pizza go hand in hand, so whether your bracket is thriving, busted or hanging on by a thread, at least your pizza game can be unbeatable with Domino’s Best Deal Ever.”
Corner Bakery
Though a less traditional option, Corner Bakery Cafe is offering a limited-time catering deal of $30 off any order of $300 or more for tailgates, watch parties, tournament gatherings or other events through the season.
“March Madness is one of the biggest moments for group gatherings and watch parties,” said Erin Hasselgreen, president of Corner Bakery Cafe, in a statement. “With fresh sandwiches, salads, and bakery favorites, Corner Bakery is ready to help guests fuel the meeting madness all tournament long.”
