Competitive Edge - Sports & Entertainment Marketing News

Tourney Town Schedule Of Events


Tourney Town presented by Capital One will have a full schedule of activities, interactive games, performances, autograph sessions and so much more!

Click here to read the story at

Discussion Questions:

  1. What is “Tourney Town” at the Final Four?
  2. Why do you think “Tourney Town” exists?
  3. What is sponsorship?
  4. Who is the presenting sponsor of Tourney Town?
  5. How might they benefit from investing in the presenting rights to Tourney Town?
  6. Why might other brands want to sponsor the NCAA and align themselves with March Madness?
  7. What is sponsorship activation?
  8. Why is it important for a brand to activate its sponsorship?
  9. What are some of the different ways a brand can activate a sponsorship?
  10. What is consumer engagement?
  11. How might a sponsor increase levels of engagement through activation?
  12. How is AT&T activating their NCAA sponsorship at Tourney Town, based on information from this news story?
  13. How is Home Depot involving Shaq as part of its activation strategy?
  14. What is Coke doing to activate their sponsorship? How might that help the brand to boost engagement?
  15. Of the activations reviewed in this news story, which do you think is the best? Why?
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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