ESPN will run a 24-hour NCAA Tournament bracket marathon patterned after a similar programming stunt it did around fantasy football last August. ESPN execs credit the fantasy football programming block with pushing viewers to create leagues on ESPN.com, and they expect similar results with the "Tournament Challenge Marathon," scheduled for March 13-14. "It creates a lot of engagement and time spent with digital," said ESPN Exec VP/Production Norby Williamson, who added that the programming's goals are to drive brackets, TV audiences and create new ad sales opportunities. ESPN said the fantasy football marathon was responsible for a 40% uptick in registrations last August. "It's fairly predictable what the growth will be," said ESPN VP/Fantasy Games & Premium Products George Leimer. "It's very easy to measure the update."
The marathon starts at 7:00pm ET on March 13 with the NCAA women's selection special on ESPN. The next 24 hours will be all brackets all the time, with shows on ESPN and ESPN2 including "Mike & Mike," "First Take," "OTL," "NBA: The Jump" and "SportsNation." ESPN will use three sets: Bristol, L.A. and Las Vegas. The Vegas set will feature Kenny Mayne and Brent Musburger. Williamson said the programming will be fun and will feature celebs like Chelsea Handler, Steve Harvey, Nick Ciall from "The Bachelor," Frank Caliendo and The Muppets. ESPN analysts Jay Bilas, Seth Greenberg and Jay Williams are planning to appear throughout the marathon. Dick Vitale will appear via satellite.
Also notable during this month's programming stunt will be a bracket tie-in to the V Foundation. ESPN is giving people who fill out their brackets the opportunity to donate online. "There is a natural connection to the legacy of Jimmy (Valvano)," Williamson said.
