On the same day that UEFA made one monumental decision that will provide their global partners increased exposure, the NCAA announced a move that will provide corporate sponsors unparalleled access into one of the year's biggest sporting events.
The NCAA, led by Mark Lewis, EVP of Championships and Alliances, and Dan Gavitt, VP of the Men's Basketball Championship, communicated that they will be loosening the restrictions on corporate involvement throughout the March Madness, and most especially, at the Final Four.
Corporate partners, such as Coca Cola and AT&T, will be more integrated into the event presentation. As a result, they will appear on more court-side digital signage, as well as more messaging on the video boards.
There is also the potential for more ownable assets at the Final Four, including the potential for a mini-concert between the two semifinal match ups. Other ideas include a half-court shootout between fans of the competing schools, similar to those which are sponsored by Dr. Pepper during halftimes of the NCAA Football Conference Championships.
The announcement comes as part of the NCAA informing media and fans that they will be altering the presentation of the event in order to make them more fan-friendly. This will include new fan engagement opportunities, as well as new seating allotments to fans of the schools that previously belonged to members of the media.
However, while Mark Lewis and the NCAA may paint the picture that these moves are to better the fan experience, the primary motivation for the changes is financial. Loosening the restrictions on corporate sponsors and offering new access makes their event significantly more appealing to brands, both current partners and potential prospects.
No comments:
Post a Comment