Sponsors/Marketing

Approximately 30 brands have aligned themselves with the NCAA since 2002-03, when the organization restructured its strategy to consist of two specific tiers of marketing and promotional rights — Corporate Champions and Corporate Partners. Today, AT&T, Coca-Cola and Capital One have each been a Champion for at least 13 seasons. AT&T has the longest continuous tenure, dating back to 2001, when the brand came on board after acquiring Cingular. In 2002, CBS and Host Communications, which bought NCAA marketing rights from CBS, announced a blockbuster $500 million deal with Coca-Cola to be the first new Champion. GM has been a sponsor all but one year since 1987.