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Volume 26 No. 109
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Nissan Becomes Official Sponsor Of NCAA Men's Basketball

Photo: nissan
Photo: nissan
Photo: nissan

Nissan is now an "official sponsor of NCAA men’s basketball, including the Final Four, giving it the rights to use trademarked phrases like March Madness," according to E.J. Schultz of AD AGE. Nissan has had a deal with the NCAA since '11, but the automaker has been "using its Infiniti brand" for the men's hoops sponsorship category. Nissan will now "take over as the deal enters its final two years." Nissan, which has "poured major money into college football since inking a sponsorship of the Heisman Trophy 14 years ago, is leaning into college sports even more with the NCAA deal." The company is also "plotting on-the-ground marketing" at the '20 Final Four in Atlanta. But Nissan "won’t have automotive exclusivity." General Motors-owned Buick is "also a sponsor." Nissan's deal includes continuing its “Heisman House” college football campaign. This season’s campaign "includes five ads, jointly created" by ESPN and TBWA, N.Y. New to the roster this year is Cardinals QB Kyler Murray, who won the Heisman last year, and Paul Hornung, who took home the trophy way back in 1956 when at Notre Dame (ADAGE.com, 8/29).