Menu
Sponsorships Advertising Marketing

MARCH ADNESS: NCAA GOES IN NEW DIRECTION WITH TV CAMPAIGN

          The NCAA has "abandoned the game footage and crowd
     shots that have been a hallmark of previous ad campaigns in
     favor of humorous" TV spots via IN-based Caldwell Van Riper/
     MARC that are airing on this year's tournament coverage on
     CBS, according to Courtenay Edelhart of the INDIANAPOLIS
     STAR.  The slogan, "If it happens to my team, it happens to
     me.  NCAA Basketball. Who's your team?," that was used for
     last year's "fairly traditional spots," returns this year. 
     In one of the new spots, a doctor performing an ultrasound
     is distracted by a basketball game on TV.  In another, a
     school girl is "writing over and over on the blackboard that
     she won't watch NCAA basketball on her mini TV in class,
     even as she listens to a radio broadcast on a hidden
     earphone."  In a third spot, a security guard "watches a
     game while ignoring fighting ninjas, stampeding goats and
     other chaos captured on his neglected security monitors." 
     NCAA Dir of Broadcast Services Jo Jo Rinebold: "We wanted to
     show more of what the college basketball fan feels when
     they're fanatically following a team."  Rinebold declined to
     reveal the cost of the spots, but said that the NCAA "spent
     more this year than last."  The NCAA's deals with CBS
     Sports, ESPN, ESPN2 and DirecTV "require[s]" the PSAs to be
     "carried during prime game time slots" (INDY STAR, 3/18).   
          MARK-ING TERRITORY: USA TODAY reports that businesses
     in Final Four-host Indianapolis "must follow rigorous
     guidelines to capitalize on the fervor" as part of the
     NCAA's "vigorous efforts to protect trademark terminology,"
     including the terms Final Four, March Madness and Big Dance. 
     The NCAA has asked the city to "enforce a downtown 'clean
     zone,'" which "means no street vendors, strict enforcement
     of unlicensed product sales and no hanging signs or banners
     -- unless they're the $50-a-pop, NCAA-sanctioned ones sold
     by the Final Four committee" (USA TODAY, 3/20).
          STIPENDS EXAMINED: On ABC's "World News Tonight"
     Friday, Aaron Brown examined NCAA rules, which "allow
     coaches unlimited salaries and endorsement deals," but don't
     allow "players to get any cash from their schools at all." 
     Duke Univ. AD Joe Alleva: "[The athletes] get the right to
     travel all over the country, see great sights, stay in great
     hotels and get a great education.  So, I believe they kind
     of do get paid already" ("World News Tonight," ABC, 3/17).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2000/03/20/Sponsorships-Advertising-Marketing/MARCH-ADNESS-NCAA-GOES-IN-NEW-DIRECTION-WITH-TV-CAMPAIGN.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2000/03/20/Sponsorships-Advertising-Marketing/MARCH-ADNESS-NCAA-GOES-IN-NEW-DIRECTION-WITH-TV-CAMPAIGN.aspx

CLOSE