Nissan Takes Lead Role In NCAA Men’s Hoops, March Madness, Final Four Alliance
Saturday, August 31, 2019 at 09:48PM
NYSportsJournalism.com in College, Final Four, March Madness, NCAA, Nissan, sports marketing

By Barry Janoff

August 31, 2019: In an effort to give its corporate name a broader and more immersive presence on the national sports stage, Nissan Motor Corp. will replace its Infiniti brand with its Nissan flagship as NCAA corporate partner and also become an official corporate partner of men’s basketball and the Final Four.

Nissan, now in its ninth season as a lead sponsor for the Heisman Trophy, will have a presence on TV and streaming via commercials, in-game features and vignettes throughout the college hoops regular and post-season, including March Madness and the Final Four in Atlanta this March in Mercedes-Benz Stadium, with marketing details to follow.

The automaker will now promote during hoops season a wider array of vehicles.

That includes the Nissan Rogue, Altima, Armada, Maxima and GT-R 50th Anniversary Edition, all of which are getting national play as part of Nissan’s support of the Heisman Trophy and its Heisman House marketing campaign.

Financial terms of the deal were not shared.

The NCAA also has an automotive deal with Buick (General Motors).

“Through our Heisman Trophy sponsorship, Nissan has been synonymous with college football for well over a decade, and now, we are leveraging that momentum to expand our commitment with another icon of college sports,” Allyson Witherspoon, vp-marketing communications and media, Nissan North America.

“There are few things in athletics more exciting than NCAA March Madness, and we can’t wait to bring our exciting portfolio of vehicles and innovative technology to the hardwood this basketball season.”

NCAA alliances also include top tier partners AT&T, Capital One and Coca-Cola; and corporate partners Buffalo Wild Wings, Buick, Geico, Google Cloud, Intel, Lowe’s, Marriott, Nabisco, Pizza Hut, Reese’s, Uber Eats, Unilever and Wendy’s.

CBS Sports and Turner Sports jointly manage and collaborate on the NCAA’s Corporate Champion and Partner program.

Now in its ninth year, this season’s Nissan Heisman House campaign features nine Heisman Trophy winners in a series of TV spots airing on ESPN beginning tonight and running throughout the college football season.

In this season’s opening spot, “Road to the Heisman House,” Tim Tebow, Eddie George, Bo Jackson and other Heisman winners return to the House for another season.

En route Baker Mayfield offers rookie Kyler Murray some advice about living in the Heisman House.

“The Heisman House campaign continues to be a tremendous opportunity for Nissan to creatively feature our robust vehicle lineup and innovative technology in front of the massive college football audience,” said Witherspoon.

“This year, we’re excited to welcome newcomers Kyler Murray and Paul Hornung to the family, helping create what is sure to be our strongest lineup of commercials, online videos and social content yet.”

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