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Welcome to the first day of spring. And the first week of March Madness is in the books. So let’s take a peek at how marketers are communicating with sports fans tuned into the Madness.

March Madness Campaigns Go Hard for All Fans

It’s that time of year again: March Madness. We’ve already looked at how non-sports-related brands are getting in on the bracket format. Now, it’s time to look at the brands involved with the tournament or catering directly to the sports fans. The usual suspects—cars, beverages, and snacks—helmed the majority of fun.

The official sponsors are going big with live, supporting events. Nissan is rehashing its “Road 2” campaign, complete with the ‘Nissan Fan Cave’ at the NCAA Men’s Final Four Tournament in New Orleans on April 1, 2, and 4. And AT&T is hosting a Megan Thee Stallion-headlined Block Party as part of the 2023 NCAA March Madness Music Festival in Houston.

Twisted Tea Hard Iced Tea released their “Twisted Tea VasectomUndies”—complete with a multitude of pockets to hold ice-cold, canned beverages. The undies came to fruition since March sees an increase in the amount of vasectomies performed. Dr. Jim Dupree explains, “Sporting events offer them something to watch while resting [after the procedure]." Meanwhile, Jersey Mike’s teamed up with Danny DeVito to film a training montage (employing a sandwich-centric parody of “Eye of the Tiger”), for its deli slicing staff, and Craig Robinson indulges ’90s kids with a nostalgia-fueled Pizza Hut spot.

Brands targeting sports fans are having fun with their March Madness tie-ins. They’re employing well-known comedic actors in spots calling back to well-loved sports movies and bygone products today’s audience grew up consuming—even if they weren’t avid sports viewers. It seems brands are leaning into nostalgia and comedy, creating a more inclusive experience for fledgling sports fans.

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TikTok comedian Nikita explaining current events in an accessible way.

Have you been watching March Madness? What’s been your favorite brand tie-in? Who’s doing it best? Reply and let us know your thoughts!

Thanks for joining us, and we’ll see you Wednesday!