AT&T Extends NCAA Alliance Through 2025, Builds Support For Diversity Programs
Friday, March 10, 2023 at 07:59PM By Barry Janoff
March 10, 2023: The NCAA has signed its second major corporate partner deal heading into March Madness, with AT&T extending its alliance through the 2024-2025 academic year.
Financial terms of the alliance with AT&T — which has been a NCAA Corporate Champion since 2001 — were not disclosed.
The NCAA added Dick’s Sporting Goods as as Corporate Partner earlier this week.
AT&T said the renewed agreement would focus on its “expertise in creating interactive fan experiences and engaging with student-athletes, fans and communities through collaborative DE&I (diversity, equity and inclusion) initiatives and programs.”
“Being a Corporate Champion of the NCAA connects us to more than 520,000 student-athletes and their millions of passionate fans every year,” Kellyn Kenny, AT&T chief marketing and growth officer, said via the company.
“Our long-time collaborative relationship provides direct impact to the student-athletes pursuing both higher education and competition in their sport, and also allows us to showcase our expertise in connecting fans through technology like 5G and fiber.”
According to Kenny, “College sports fans are driving the way we view, consume and engage in sports, and we use that as inspiration to create greater possibilities for these athletes and their fans.”
AT&T’s presence during the men’s basketball tournament and Final Four in Houston, and women’s basketball tournament and Final Four in Dallas includes national advertising, “AT&T at the Half” broadcast integrations, 5G technology integrations, AT&T Super Saturday and AT&T Block Party at the March Madness Music Festival; as well as a presenting sponsorship of all Championship apps.
Photo: AT&TThe Super Saturday Concert presented by AT&T during the women’s Final Four is a free event open to the general public The concert will take place at the AT&T Discovery District in downtown Dallas and will feature an opening act and headliner (April 1).
AT&T Block Party at the men’s Final Four will star Houston-native Megan Thee Stallion (March 31) as part of the Music Festival presented by AT&T, Capital One, Coca-Cola (Discovery Green, March 31-April 2).
“AT&T has supported NCAA student-athletes and the Association for many years at the highest level of our corporate program, and we’re thrilled that this global company is renewing its sponsorship and will continue to engage at our championships,” Dan Gavitt, NCAA svp-basketball, said via the organization.
“Our Corporate Champions and Partners provide resources that enhance our NCAA events, elevating the student-athlete championship experience and better engaging our fan base and membership. AT&T has been a valuable partner over the years, and we look forward to the extension of this business relationship.”
The extension was facilitated by Warner Bros. Discovery Sports and CBS Sports, which jointly manage and collaborate on the NCAA’s Corporate Champions and Partners program.
NCAA Corporate Champions include AT&T, Capital One and Coca-Cola.
Corporate Partners include Aflac, Buffalo Wild Wings, Buick, Dick’s Sporting Goods, Great Clips, Invesco, LG, Marriott Bonvoy, Nabisco, Nissan, Pizza Hut, Reese’s, Unilever and Wendy’s.
"For more than two decades, AT&T has been a trusted NCAA Corporate Champion," Chris Simko, svp-CBS Sports sales and marketing, Paramount Advertising, said via the company.
"We are thrilled to extend this long-standing partnership with AT&T as they continue to elevate NCAA championship events, engage with student-athletes and connect sports fans across the nation."
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