Wendy’s is the newest NCAA corporate partner, filling the QSR category vacated by Burger King last year. NCAA sponsorships are sold by its rights holders, Turner Sports and CBS. Wendy’s new deal kicks in just in time for March Madness next month. Terms of the arrangement were not available, but NCAA partners typically spend in the $10-20M range annually, depending on how much media they buy around the NCAA tournament. Wendy’s has dipped its toe in the college space in recent years as the presenting sponsor for the Wooden Award, given annually to the nation’s best college basketball player. Wendy’s also presents the ESPN College Basketball Awards Show in April. The NCAA sponsorship will give Wendy’s a much deeper position in college athletics, particularly March Madness. It remains to be seen if Wendy’s focus will be primarily media across the Turner and CBS platforms or if the brand will activate on the ground in Phoenix, site of the April 1-3 Final Four. Wendy’s last year named VML, K.C., a WPP shop, as its creative agency of record, resulting in the “Deliciously Different” campaign. Other restaurant chains in the NCAA’s portfolio of 18 companies include Buffalo Wild Wings and Pizza Hut. Wendy's Chief Concept & Marketing Office Kurt Kane is running point for the QSR on the deal. Kane, a West Point grad, has been with the company since May '15.
