It all starts with Selection Sunday on March 17, moves to the First Four March 19-20 and then culminates in the Georgia Dome in Atlanta with the Final Four April 6 and April 8, with a ton of market, media, on-site and national activation to support. MORE

A sponsorship deal between the insurance firm and the group that oversees the Heisman Trophy brings a new cheer to college football: "Aaaflaaack!" MORE

The NCAA has formed a task force to review and oversee football bowl sponsorship deals, and has also put a three-year moratorium on new pacts. MORE

From the First Four March 15 through the Final Four April 2-4 in Houston, the marketing, media and mass communications for the tournament will be mad.

Sean McManus of CBS Sports and David Levy of Turner lift the curtain on a remodeled NCAA Men's Basketball Tournament. MORE

Nike, New York Life, Dunkin' Donuts, AT&T and Toyota are among the companies activating on Dec. 21 as the UConn women's team takes a shot a immortality. MORE

Progressive Insurance replaces Konica Minolta as title sponsor for the Gator Bowl, adding to the list of college football games with new marquee partners. MORE

Nike jump-starts its coming NFL official gear alliance by unveiling uniforms and cleats for some of the nation's top college football teams. MORE

The inaugural TicketCity Bowl game gets to play with marketers, fans in Dallas' venerable Cotton Bowl. MORE

The financial firm, which recently became the official bank of the NBA, signs a deal with ESPN to become title sponsor of the former PapaJohns.com Bowl. MORE

The electronics firm signs a deal to become title sponsor of the Rose Bowl college football game and the BCS Championship Game in 2014. MORE

Irreverent Web hosting provider and domain registrar firm becomes title sponsor of the GoDaddy.com Bowl, vowing, "College football will never be the same." MORE

EA Sports gives it that old college try, with help from LG Electronics and Best Buy, for a videogame competition at campuses nationwide. MORE

The insurance firm wants to see college football teams play a game without a penalty being called, and will donate upward of $1M to charity if it happens. MORE

What are Drew Bees, Tony Dungy, Mark Cuban and the father of the modern trampoline doing in a national campaign for the Big Ten Conference? MORE

Discover replaces FedEx as title sponsor of the Orange Bowl, gets title sponsorship of 2013 BCS championship game and becomes official card ofBCS series. MORE

The NCAA has named its College World Series Legends Team, including all-time greats Barry Bonds, Dave Winfield, Nomar Garciaparra and Fred Lynn. MORE

En route to the Final Four in Indianapolis, marketers, the NCAA, CBS Sports, fans and consumers will make a racket building (and busting) their brackets.

Kraft Foods, in conjunction with Feeding America, takes over naming rights to the post-season college football Emerald Bowl in San Francisco, which will be known as the Kraft Fight Hunger Bowl. MORE

To coincide with the 2010 NCAA men's basketball Division I tournament, Fathead is spreading the word about it's talking Dick Vitale wall hanger. MORE

Yankees, New Era, ESPN ready to roll with the debut of the college football New Era Pinstripe Bowl this December. MORE

Domino's delivers the next athletic director to the University of Michigan - chairman and CEO David Brandon, a former Wolverines football player. MORE

After 12 years as the Motor City Bowl, Little Caesars is supporting it's first-year sponsorship of the college football Little Caesars Pizza Bowl with a multi-media campaign. MORE

The quick-serve restaurant chain expands its alliance with the University of North Carolina to help celebrate the 100th anniversary of the Tar Heels men's hoops program. MORE

Farmers Insurance signs deal to become title sponsor of the SWAC's football and basketball championship games. MORE

Dr Pepper becomes big player on campus with ESPN deal. MORE

A change in rules by the NCAA and NBA will have a direct impact on undergrads who declare themselves eligible for the draft beginning in 2010. MORE

Arby's said it would give away All-American Roastburgers on Monday, March 23, if any 16th seeded team defeats any of the four No. 1 seeded teams. MORE

CBSSports.com said increased marketing has pushed usage for "NCAA March Madness on Demand" up by 60% over the first four days vs. 2008. MORE

Coca Zero wants college basketball fans to join in with March Madness by sharing photos and videos that could be incorporated into a 30-second TV spot. MORE