It’s still a pristine sponsor environment for the most part, the NCAA Men’s Basketball Tournament, There is no on court signage, you have to look hard to even find a call directly to the tournament site NCAA.com (it’s on top of the backboard and sometimes on directional signage), and even with the huge social media buzz, there is not a twitter handle or hashtag in site.
However even with a few more miles to go, the NCAA has at least used rotational signage to bring in school logos and conference affiliations (not domains though), and depending on the level, some partners also come in and out on signage, so it’s a start. The NCAA’s continued Olympic-like repressiveness on social media has kept athletes at bay from expressing themselves in the space, but change may come some day soon.
One of the most progressive moves is the connect to sponsors in brand advertising during the tournament thus far. From Unilever’s Dove campaign to Enterprise Rent A Car, all the spots tie directly to the personalities and the flavor of the student athlete. Each brand partner does not go rogue with an over the top and edgy campaign…they stick to the core values of the casual fans watching the tournament…the spots from State Farm to Buffalo Wild Wings, all feature young people seemingly enjoying the athletic experience, and that brings great brand affinity to the partners and to the teams participating. There are few shots in the dark with NCAA Partners. For most, March Madness is the focal point for a huge spend that takes place year-round, and culminates with effective TV and digital platforms with the NCAA Tournament partners, Turner and CBS. There is little ambiguity with the spots, and certainly not a dating site, an alcoholic beverage, or a male enhancement drug anywhere in sight, a rarity for big time sport of any kind on broadcast TV.
Now the NCAA has done a great job on the streaming and aggregating of all forms of media, and its partners on the broadcast side continue to enhance what they are doing with the second screen and the mobile space. Is it anywhere near what MLB.com or the NFL are doing with second screen enhancement? No, not yet. However this is a three week tournament, not a full season, and those seasonal rights are still controlled by the schools and the leagues themselves. March Madness after all is still very much about the tune-in, as it should be.
Now would some fans like to be watching a remote feed live from the campus of Florida-Gulf Coast or isolation cam on Mississippi’s Marshall Henderson? Sure. That can probably come down the road. What the NCAA does give you now is consistency of brand, and all its partners are along for the ride. The event makes big money, and they can afford the pristine environment. The little things are working their way into the tournament, and those little things…more digital activation, sellable second screen experiences, a better virtual experience…will become tantamount as March Madness continues to grow in stature.
Many may take shots at the Ivory Tower for its handling of a host of issues, but for the marketing of the tournament and their consistency of message, the NCAA should get some solid marks again this year, with more to come as the environment continues to mature.
Classic Success?