NCAA Extends Top-Tier Partnership with AT&T
The National collegiate Athletic association (NCAA) has renewed its multi-year partnership with AT&T, maintaining the telecommunications firm’s position as a Corporate Champions and Partners program sponsor.
The deal encompasses broadcast integrations,national marketing campaigns,and on-site activations,including concerts at NCAA events. The extension was facilitated by TNT Sports and CBS Sports,the official broadcasters of the NCAA men’s March madness basketball tournament.
AT&T has been an NCAA partner as 2001 and is one of three companies holding the highest sponsorship level, alongside Capital One and Coca-Cola.
March Madness consistently attracts a substantial television audience. In 2023, the championship game averaged 18.1 million viewers on CBS, while the entire tournament averaged 10.2 million viewers per game across CBS, TBS, TNT, and truTV.
“Our long-standing relationship with the NCAA reflects our deep belief in the power of collage sports to inspire, unite, and connect,” said Kellyn Kenny, chief marketing and growth officer at AT&T. “College sports fans are among the most passionate in the world, and AT&T is proud to power the moments that bring them together – whether it’s streaming a rivalry game, texting about a last-second shot, or following their favorite athletes online.”
“We are thrilled that AT&T is extending their incredible support for NCAA student-athletes,and we look forward to their top-tier engagement at NCAA Championships,” added Dan Gavitt,NCAA senior vice president of basketball.
AT&T is expected to have a significant presence at the upcoming March Madness tournament, wich begins on March 17th.
