Published January 18, 2013
Buffalo Wild Wings, a major advertiser during March Madness, is taking the next step by becoming an NCAA corporate partner. The Minneapolis-based dining chain will have marketing, media and promotional rights to all 89 of the NCAA championships, most notably the men's basketball tournament. The restaurant will be one of 15 NCAA corporate partners and champions in the sponsorship program run jointly by Turner and CBS, the NCAA's rights holders. Buffalo Wild Wings, which also title sponsors a bowl game in Tempe, Ariz., will occupy the casual dining category in the NCAA's portfolio of sponsors. Meanwhile, Enterprise Rent-A-Car and Coca-Cola, whose NCAA sponsorships were set to expire after the '13 tournament, have extended their deals. Coca-Cola, a corporate champion whose relationship with the NCAA goes back 13 years, has agreed to renew, according to industry sources. Enterprise, the world's largest rental car company, has been around as a corporate partner since 2005. The rental car company manages the fleet of Buicks (another NCAA partner) at each tournament for NCAA officials.