Competitive Edge - Sports & Entertainment Marketing News

AT&T NCAA Marketing Calls: Madness Loves Company

AT&T, which just extended its corporate alliance with the NCAA, is now getting down to the business of covering the March Madness airwaves with its multi-media campaign.

Click here to read the story at

Discussion Questions:

  1. What is sponsorship?
  2. Why do businesses and brands sponsor sports and entertainment properties like the NCAA?
  3. How do you think they decide which properties to sponsor?
  4. What are sponsorship categories?
  5. What category might AT&T represent?
  6. What are sponsorship tiers?
  7. What is a NCAA “Corporate Champion” and how might that represent a sponsorship tier?
  8. Why do you think AT&T invests in a “Corporate Champion” partnership with the NCAA?
  9. What is a marketing campaign?
  10. What is a “multi-media” campaign?
  11. What is NIL?
  12. Why do you think AT&T incorporated a NIL component in this year’s March Madness campaign?
  13. Why do you think they also featured star players from previous tournaments?
  14. What is sponsorship activation?
  15. What is one example of how AT&T is activating their NCAA sponsorship, based on what you learned from this news story?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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