CBS is relaunching the fan fest that runs alongside the men’s and women’s Final Four every year.
Around since 1988, it has been known as “Hoop City.” However, it has been neglected enough in recent years that it is badly in need of urban renewal. Consequently, CBS and the NCAA have hired a new agency to create and produce Hoop City. MKTG.partners, of New York, has signed a three-year deal to redesign and produce the basketball festival with what it is calling an “NCAA Destination” thematic.
The fan fest had been handled by Host Communications, whose separation from Hoop City represents another loss of NCAA business for a company that at one point sold and serviced almost all of the NCAA’s marketing assets. Host continues to sell and produce NCAA publications.
Given the restrictions placed on corporate sponsors by the NCAA, easily the most restrictive of any glamour property outside of the Olympics, Hoop City should be a center of sponsor activity.
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| "It should be the marketing centerpiece at the Final Four." |
| Mike Aresco, Senior VP, CBS Sports |
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“It has been more of an afterthought when it should be the marketing centerpiece at the Final Four,” said Mike Aresco, senior vice president of programming at CBS Sports.
Recently, many NCAA sponsors have found it easier and more productive to market outside of Hoop City.
“The idea is to turn it into something that any [NCAA] sponsor wouldn’t think of not being involved in,” said Charlie Horsey, one of three former Clear Channel executives who founded MKTG.partners about a year ago.
CBS is also bringing some NCAA licensing functions, which had been performed by Host, in house. CBS hopes to have a broader distribution and a wider range of event merchandise at future NCAA championships. Collegiate Licensing Co. will continue its involvement as a partner in the NCAA’s licensing program.
