Competitive Edge - Sports & Entertainment Marketing News

Wendy’s Big March Madness Play


Wendy’s 2020 breakfast rollout was muted by the start of the pandemic yet still spelled success for the chain, which grew U.S. sales last year and swiped the No. 2 fast-food burger spot away from Burger King.

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Discussion Questions:

  1. Based on information from this story, explain why breakfast is important to Wendy’s.
  2. What is sponsorship?
  3. Why do brands like Wendy’s invest in sponsorship programs?
  4. Why do you think Wendy’s sponsors the NCAA?
  5. Based on what you learned from this article, describe Wendy’s March Madness promotion.
  6. Why do you think Wendy’s chose Reggie Miller to appear in its ads for this campaign?
  7. Last year, Wendy’s was the “official hamburger of NCAA March Madness.” What are they the official sponsor of for this year’s tournament?
  8. Why do you think they changed the designation of what they were the official sponsor of this year?
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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