It isn’t just sports enthusiasts anymore who are at the edge of their seats, waiting in anticipation, and betting big as March Madness season is underway.
Brands and businesses worldwide have been investing more and more in ad spend, specifically during March Madness. This isn’t unheard of for brands to put money into sports advertising.
In fact, one of the biggest advertising opportunities for brands each year is during the Super Bowl season. Because businesses see the opportunity to advertise their brand during football’s biggest game of the season (where millions are watching across the globe, might I add) which often leads to huge returns, brands are taking a similar approach when it comes to March Madness.
More brands are shooting their shot during March Madness
The 2025 March Madness season alone saw significant growth in advertising investments.
Adweek reported a 200% increase in total ad sales compared to the previous year, with 95% of the NCAA Women’s Tournament’s ad inventory sold and the championship game’s ads completely sold out over three months in advance.
The tournament attracted 112 advertisers, including 45 new brands, expanding into 18 categories such as hotels, airlines, and coffee brands. Paramount and Warner Brothers Discovery saw increased spending among pharmaceutical, insurance, automotive, and banking companies as well.
Notably, some ad rates even surpassed $1 million, comparable to rates for the NBA Finals and College Football Playoff National Championship.
Furthermore, eMarketer reported that major networks, including CBS, ESPN, and Warner Bros. Discovery, reported that their advertising slots for the tournaments were nearly completely sold out before the events commenced.
ESPN’s advertising inventory for the Women’s Final Four was entirely sold out ahead of the tournament, reflecting the growing enthusiasm and commercial appeal of women’s collegiate sports.
Athletes’ standout moments during games are becoming catalysts for immediate marketing opportunities. For instance, Kansas State guard Serena Sundell secured a NIL (name, image, likeness) deal with Buffalo Wild Wings following a notable buzzer-beater performance.
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Settling the score on March Madness ads
You’re probably wondering: why the sudden growing interest for advertising during March Madness? Well, there are a couple of possible reasons why.
Growth in audience for sports viewership
Approximately 4.6 million individuals in the U.S. now watch women’s sports according to eMarketer. Although the women’s tournament’s first-round viewership decreased by 22% compared to the previous year, it remains 43% higher than in 2023, indicating a positive long-term trend.
Through the second round of the NCAA Men’s tournament, games averaged 9.4 million viewers, marking the highest numbers since 1993. This surge underscores the tournament’s value for television advertising and athlete social media sponsorships.
In addition, 71% of U.S. households watched March Madness programming in 2024, averaging 10.5 hours of viewing per household throughout the tournament—underscoring the event’s broad appeal. Notably, in a historic first, the women’s championship game attracted nearly 4 million more viewers than the men’s final.
Shift to digital live sports viewing
An estimated 114.1 million people in the U.S. are projected to watch live sports digitally this year, surpassing the 82.0 million who will view via traditional pay TV. This shift has prompted streaming platforms to invest more in sports broadcasting rights as more people are cutting the cord and watching via digital.
Rising value of sports broadcasting rights
The annual value of U.S. TV and streaming sports rights is expected to nearly double between 2017 and 2027. In contrast, investment in Los Angeles TV and movie production has declined, reflecting the reliability of sports events like March Madness in attracting consistent viewership and engagement.
NIL partnerships resonating with the modern audience
The introduction of name, image, likeness or NIL deals has transformed college athletes into influential marketing figures. Brands are increasingly collaborating with these athletes to produce authentic, culturally relevant content that resonates with audiences.
NIL partnerships have expanded beyond just star athletes, as brands are now increasingly collaborating with micro and nano influencers who have strong connections within niche communities that are resonating with today’s Gen Z audiences.
College athletes have become media platforms themselves, capable of reaching targeted audiences more effectively than traditional advertising channels. Younger consumers prioritize authenticity and immediacy, and the most effective NIL campaigns reflect the athlete’s voice rather than the brand’s.
Brands engaging with NCAA athletes don’t even need to break the bank for posts that can still drive a big impact. In fact, NCAA data has suggested more than two-thirds of NIL social media deals were under $1,000 in 2024.
Final thoughts
It’s no question that advertisers are seeing the potential and value in marketing during the March Madness season and to other major sports events every year. But more importantly, the audiences and consumers themselves also see the relevance and value in watching sports and will likely engage and respond more positively to ads that are personally relevant for them.
Brands should capitalize on these opportunities, advertising and promoting across channels from connected television to social media – but that’s not enough. They should also have the right messaging that resonates with today’s consumers. Make use of authentic, relevant messaging and highly visual ads that will capture the audience’s attention.
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