Scoring Big During March Madness: Brands That Seized the Moment...
March Madness is a major cultural event that offers brands a significant opportunity to connect with a passionate and engaged audience, here are the brands that scored big this March Madness....
As football fans in the UK wrapped up another FA Cup weekend, across the Atlantic, March Madness took centre stage. The tournament is more than just a tournament, it’s a significant cultural moment surrounded by conversations, innovations and iconic campaigns.
March Madness is a lucrative marketing opportunity for brands of all kinds, from food and beverage to fashion houses to insurance companies. In an increasingly crowded digital landscape, the brands that stood out were those that tapped into online cultural conversations, spotlighted student-athletes, and authentically aligned with the spirit of the tournament. Here are a few slam dunk campaigns that caught our attention.
Dick’s Sporting Goods Takes Centre Stage with Speed Shopping
Dick’s Sporting Good’s took centre stage with their Speed Shopping ad that featured internet star IShowSpeed alongside sports icons Tom Brady, Kevin Durant, Suni Lee, and Travis Hunter. With a lineup this star-studded, it felt like they put Super Bowl-level spending behind the ad, cementing March Madness as a cultural moment worth that kind of investment.
The ad has racked up 21.3 million views on Instagram, compared to 27,000 on YouTube, proving that social media is where attention truly lives. Its success lies in how seamlessly it taps into cultural conversations. IShowSpeed, known for his over-the-top confidence, hilariously challenges real athletes, including Heisman Trophy winner Travis Hunter and Olympic gold medalist Suni Lee. The Tom Brady cameo is another standout moment with The ‘Goat’ (Greatest Of All Time) Brady literally on a goat, and Speed and Travis joking by saying, “I thought you retired,” a perfect nod to Brady’s back-and-forth retirement saga.
By leaning into internet culture and sports fandom, Dick’s created an ad that felt natural, exciting, and fun—resonating across audiences.
Points for Points with Marriot Bonvoy
As the official NCAA hotel partner, Marriott Bonvoy leveraged this March Madness to launch an exciting competition that truly connected with fans. Their Points for Points campaign rewarded 134 lucky members with Marriott Bonvoy points equivalent to the total points scored during the tournament. This innovative reward system not only celebrated the thrill of game day rituals but also created a unique and memorable way for fans to stay engaged with both the tournament and the brand.
In today’s competitive marketing landscape, offering exclusive competitions and access to unique experiences is a proven strategy for keeping audiences engaged. Marriott Bonvoy’s campaign did just that; engaging fans throughout the tournament while building a deeper connection with their loyalty program. By intertwining the excitement of March Madness with a rewarding experience, Marriott Bonvoy not only elevated the fan experience but also strengthened its relationship with existing and potential members.
Bringing Fans Closer With BTS Content
This March Madness, brands across industries seized the moment, and Nissan was no exception. The automotive giant launched Kickstart Your Day, a social-first NIL (Name, Image, Likeness) video series featuring four standout basketball players from the University of Kansas and the University of South Carolina.
Today’s young fans crave more than just on-court action—they want 24/7 access to athletes, getting to know their personalities, daily routines, interests, and hobbies. Nissan tapped into this demand by offering a behind-the-scenes look at the morning routines of Kansas centre Hunter Dickinson, guard S’Mya Nichols, South Carolina forward Collin Murray-Boyles, and guard Raven Johnson. The series not only resonated with fans eager for deeper athlete connections but also showcased how the Nissan Kicks seamlessly fits into their daily grind—positioning it as the perfect ride for those always on the move.
The Ultimate Multi-Screen Play - Pizza Hut ‘Hutty’
As the Official and Only Pizza Sponsor of college basketball's biggest tournament, Pizza Hut introduced a second-screen companion called Hutty to support the changing ways people view content. As mentioned in our Gen Z report, 69% of sports fans watching games on TV use their mobile devices simultaneously, and 64% of avid sports fans engage with social media during the tournament. Hutty was created to enhance the game-day experience, keeping fans connected while serving up rewards throughout the tournament.
Closing Thoughts: Big Sporting Moments Are a Chance for Every Brands to Engage
March Madness isn’t just a tournament, it’s a major cultural event, particularly for brands looking to connect with a younger, engaged audience. To truly make an impact, brands need a clear strategy that meets fans where they are. Tap into relevant cultural conversations, collaborate with their favourite college athletes, and create immersive experiences that let them engage on a deeper level. Done right, these moments become more than just marketing, they become genuine connections with your audience.