Have It Your Way: Burger King Ends NCAA Sponsorship After Just Two Years

Burger King has exited its corporate partner deal with the NCAA after just two years as a sponsor. The original deal was for three years. Neither the NCAA nor Burger King would comment on why the deal fell apart before its term was finished, or whether Burger King was required to pay for the final year. Burger King, which works with Horizon Media and Scout Sports & Entertainment on its sports marketing and ad buys, activated on-site and with significant ad campaigns during the '14 and '15 NCAA tournaments. Its catchphrase “Watch Like a King,” created with agency Code and Theory, was central to Burger King’s social media activation and giveaways. The QSR also hired Chris Webber to promote the 2 for $5 sandwich specials in its advertising, while also using Turner analysts Seth Davis and Kenny Smith in a spot. Burger King’s departure brings the NCAA’s list of corporate partners and champions down to 17 in all. Turner Sports and CBS Sports jointly manage and sell the rights for the NCAA.