March is more than just another month on the sports calendar—it’s a cultural event. Millions of fans flock to arenas and tune in on TV, brackets are busted, and new stars emerge on college basketball’s biggest stage. For brands, the Men’s and Women’s tournaments present a golden opportunity to connect with audiences in a meaningful way. And in the NIL era, that opportunity is bigger than ever.
But navigating NIL in this space isn’t simple—NCAA rules, state laws, school policies, athlete schedules, timing, and taxes all come into play.
Name, Image & Likeness partnerships with college athlete influencers allow brands to engage directly with the student-athletes driving the action. But activating during March Madness comes with its own set of challenges. Between NCAA rules, school policies, tight schedules, and intellectual property restrictions, advertisers must be strategic to get it right. Planning ahead, leaning on the experts, and putting the athlete first is key. With so much to consider, where should brands begin?
Winning Strategies During College Basketball’s Biggest Month
Breakout stars define March Madness. In 2024 on the men’s side, Jack Gohlke (Oakland) and DJ Burns (NC State) showed just how valuable those moments can be. Their performances led to major endorsement deals, proving that fans connect with more than just the name on the front of the jersey. The best activations tell an athlete’s story, creating real engagement beyond the tournament itself.
For brands, planning is key—but so is staying agile. Securing partnerships before Selection Sunday (March 16, 2025) ensures a strong strategy is in place, with content created and approved in advance. But March always delivers surprises, and the most successful advertisers are ready to pivot when new stars emerge. When an athlete suddenly captures the nation’s attention, brands that act quickly can ride the momentum and create authentic, real-time activations. Marketing leaders can tap into their discretionary budget to move quickly. The best campaigns balance preparation with flexibility, ensuring messaging stays relevant whether an athlete makes a Cinderella run or becomes an overnight sensation.
Staying Compliant
While quick-turn partnerships present exciting opportunities, brands must operate within NCAA guidelines to protect athletes’ eligibility. Three key compliance considerations apply during the tournament:
Athletes cannot promote a competition they’re playing in. NCAA rules prohibit student-athletes from receiving compensation for endorsing an event in which they compete. Phrases like “next game” or “on the road to face [opponent]” should be avoided. Instead, partnership scripts can use broad language such as “hitting the road again” or “back in action.”
Schools may have policies in place around whether athletes can participate in NIL activities while “on call” for team responsibilities. While NCAA rules allow student-athletes to promote their NIL activity while on call for required athletically related activities (e.g., practice, pre- and postgame activities, celebrations on the court, press conferences), individual schools have the freedom to set additional guidelines. Don’t assume. Verify with institutional support staff, if needed.
Compensation cannot be tied to athletic performance. True NIL deals must include quid pro quo, meaning an athlete must provide something tangible in return for compensation—whether it’s a social post, event appearance, or content creation. Payment for on-court achievements or tournament progression is strictly prohibited.
Additionally, brands must be mindful of NCAA trademarks. Terms like March Madness, Final Four, Sweet 16, and Elite Eight require proper licensing and should not be used in marketing unless explicitly approved.
Successful Activations
Epsilon: Work Together Win Together
During last year’s tournament, Epsilon offered an NIL deal to every female student-athlete in the NCAA tournament, spotlighting their commitment to fostering inclusion in the workplace.
The Work Together, Win Together campaign featured 518 student-athletes and generated over 1.2 million Instagram impressions, proving that when brands invest in athletes, the impact extends far beyond the game.
Degree: Walk-Ons
Walk-ons define perseverance—earning their spot through hard work and passion. Degree’s 2023 Walk-On campaign honored five college basketball walk-ons with $25,000 NIL deals, recognizing their resilience on and off the court.
Four athletes—Duke’s Spencer Hubbard, UConn’s Andre Jackson Jr., Wisconsin’s Ronnie Porter, and Notre Dame’s Lauren Zwetzig—were announced in early March. The final honoree, Fairleigh Dickinson’s Brayden Reynolds, was revealed during Final Four weekend in Houston after a fan-nominated search.
Whether a brand partners with a household name like Paige Bueckers (UCONN) or a rising star like Mikayla Blakes (Vanderbilt), the NIL era offers unmatched opportunities to connect with athlete audiences.
For brands looking to tap into the excitement of March, the playbook is simple: be proactive, be compliant, and above all—let the athletes lead the way. Want to build a NIL strategy that works? Let’s make it happen. 🚀
Questions & Answers
Q: Can an athlete promote a previous competition they competed in?
A: Yes. The NCAA’s May 2024 NIL Role of Institutions Educational Column states an athlete cannot “receive compensation directly or indirectly for promoting an athletics competition in which they participate” – it does not prohibit an athlete from promoting a competition they’ve already played in.
NOTE: Be cognizant of impermissible use of protected IP (e.g., “March Madness”, etc.)
Q: Can an athlete reference a game/event they are playing in if they are not actually promoting that game/event (e.g., more so just talking about their schedule)?
A: No; the NCAA’s May 2024 NIL Role of Institutions Educational Column guidance prohibits athletes from “directly or indirectly” promoting a competition they are playing in.
Q: Can an athlete be paid to show off their athletic skills (e.g., three-point shooting or dunk contests)?
A: No. An athlete cannot receive compensation for the “demonstration of athletic ability” in a sport in which they compete in – whether in organized competition or not – as this is considered pay-for-play.
NOTE: It is permissible for athletes to host clinics and demonstrate how to do athletic drills for the purpose of teaching others. Also, while it would not be permissible for a basketball player to be paid for participation in a dunk contest, it would be permissible to compensate an athlete from a different sport to participate in that contest. Ex: A basketball player being paid to compete in a golf event.
Q: Can an athlete wear sponsored clothing or other brand products during the competition?
A: Potentially; while the NCAA’s May 2024 NIL Role of Institutions Educational Column guidance allows student-athletes to promote their NIL activity while on call for required athletically related activities (e.g., practice, pre- and postgame activities, celebrations on the court, press conferences), individual schools have the freedom to set additional guidelines.
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