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From 3X3U to Buick, Intersport takes San Antonio

Intersport’s new 3X3U tournament was part of the agency’s busy week in San Antonio during the Final Four.intersport

It’s hard to imagine any agency busier at the Final Four than Intersport.

 

The Chicago-based firm grew its college basketball offerings last week in San Antonio with the inaugural 3X3U three-on-three tournament, sponsored by Dos Equis, in addition to its long-running slam dunk and three-point shootout events. Meanwhile, inside the NCAA’s Bracket Town fan fest, a separate division of Intersport oversaw Buick’s massive activation, the Buick Arena.

 

Drew Russell, Intersport’s vice president, sports properties, estimated that 50 to 60 full-time employees, or about half of the company, were in San Antonio the week leading up to the Final Four in addition to part-timers.

 

Intersport

“We’ve put on some ambitious projects before, but considering the events, the different disciplines, the locations, this is probably the most ambitious seven days the company has had in 30 years,” Russell said, “and it crossed properties, production, content marketing, sales, sponsorships and experiential.”

 

The three-day 3X3U paid out $100,000 in cash prizes across the 31 teams representing Division I conferences. Only the Pac-12 didn’t have a team. The winning squad from the Big Ten collected $50,000.

 

One of the coolest elements was the Dos Equis Lounge, a fully branded space where players were interviewed after their game. On either side of the lounge were hospitality areas for college coaches and NBA scouts (the Orlando Magic, Los Angeles Clippers, Houston Rockets and Philadelphia 76ers were represented).

 

While the Heineken brand signed a one-year title deal, it’s already begun talks on next year’s contest, so count on the 3X3U becoming a fixture at future Final Fours.

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