March Madness is all about wild basketball games, last-second shots, and those underdog teams nobody saw coming. But as 2026 gets closer, there’s a whole new game happening off the court.
Marketing trends are shifting, and the world of Name, Image, and Likeness (NIL) deals is exploding. College basketball isn’t just about hoops anymore—there’s a transformation happening behind the scenes.
Henry C. (Hank) Boyd III, a marketing expert from the University of Maryland’s Robert H. Smith School of Business, has some thoughts on all this. He’s been watching how these changes are starting to shape the tournament in ways fans might not expect.
Let’s dig into Boyd’s take on how NIL and creative marketing are starting to reshape March Madness—sometimes in ways that feel almost surreal.
The Attention Economy and Women’s Basketball
In this era where everyone’s fighting for attention, engagement is what brands are really after. Boyd points out that women’s basketball is killing it here, especially on TikTok and Instagram.
Engagement rates for women’s basketball? Two or three times higher than men’s, according to the numbers. That’s a goldmine for brands looking to actually connect with people, not just shout into the void.
Why Brands Are Focusing on Engagement
Brands are waking up to the power of a smaller but more passionate audience. Boyd says that even if the crowd isn’t huge, their energy and loyalty can be a game-changer for advertisers.
Women’s basketball’s rising popularity isn’t just good news for the athletes—it’s opening up new doors for marketers and sponsors who want to get creative.
NIL: A Game-Changer for College Athletes
NIL deals have turned college sports upside down. Now, athletes can actually earn money from their own name and image, which is honestly long overdue.
Boyd sees March Madness as a kind of “liquidity event” for players. If someone has a breakout tournament, their NIL value can skyrocket overnight, drawing in sponsors and endorsements they might not have dreamed of before.
Short-Term Gains vs. Long-Term Investments
NIL isn’t just about quick cash. Boyd explains that younger players—freshmen and sophomores—can start building their brand for the future, while older players can cash in right away.
Brands are still figuring out the best way to play this new game. But one thing’s obvious: March Madness is the perfect spotlight for athletes to boost their marketability, sometimes in ways nobody can predict.
Innovative Marketing Strategies: The Case of Wendy’s
One campaign that stands out? Wendy’s, with their clever focus on “dunking behavior.” Instead of picking a single player, they built their campaign around the act of dunking—tying it back to dunking fries in a Frosty. Honestly, it’s kind of genius.
This approach sidesteps the risk of a star player getting knocked out early or just having a bad game. The message stays relevant, whoever’s on the court.
The Importance of Behavioral Anchoring
By anchoring their ad on a behavior, not a person, Wendy’s keeps their brand in the mix no matter what happens in the tournament. It’s a way to tap into the excitement while making the brand part of the fun.
Plus, let’s face it—most people remember a clever campaign about fries and Frostys more than a single player’s stats.
Cinderella Stories vs. The Crown: Marketing Dynamics
March Madness is legendary for Cinderella stories—those teams that come out of nowhere and capture everyone’s imagination. But if you ask Boyd, there’s another side to the marketing equation.
The “crown”—the powerhouse programs—offer something different: stability and predictability. That matters if you’re a brand betting big on the tournament.
The Predictability of Power Conferences
Teams from major conferences have die-hard fans and usually make deep runs. Brands love that kind of predictability—it makes investing in college basketball feel a little less like a roll of the dice.
Sure, everyone loves a good underdog story. But when it comes to marketing and merchandise, the blue bloods of college basketball are still the safest bet in the room.
Conclusion: The Future of March Madness Marketing
Looking ahead, it’s obvious that marketing and NIL deals aren’t going anywhere. They’ll keep shaping March Madness in ways we probably can’t even predict yet.
The attention economy keeps pushing brands to chase engagement. Women’s basketball is quickly becoming a major force in all this.
NIL gives athletes a shot at building and cashing in on their own personal brands. Campaigns like Wendy’s *dunking behavior* are really raising the bar for what works.
If you’re curious about how all this is changing March Madness, there’s more to dig into over at Newswise.
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