Madness isn't just about buzzer-beaters and Cinderella stories. Each year—while fans agonize over their brackets—networks, advertisers and sponsors turn college basketball's biggest stage into a ...

Instead, March Madness is the "biggest branding stage ... Viral moments create "instant brand appeal," while big sponsors are shifting ad dollars away from NBA players to undergrads.

During the men's and women's NCAA basketball tournaments, many food spots, including Buffalo Wild Wings, KFC and Applebee's have deals for fans.

Mizzou sports management expert Michelle Brimecombe takes a deep dive into the billion-dollar engine behind the NCAA’s biggest tournament.

March Madness has finally arrived, and while 136 teams from across the country will be competing for the ultimate prize, only five brands have a dog in the fight. The five athletic apparel companies ...

Welcome to The Athletic’s 2025 Men’s NCAA Tournament projections, where you’ll find every team’s chances of advancing through each weekend of March Madness and cutting down the nets in San ...

It’s illegal under state law to bet on college and high school athletic events involving New York teams. There is an ...

WASHINGTON — For the first time ever, Warren Buffett's March Madness bracket pool has a million dollar winner. A Berkshire ...

President Barack Obama's projected NCAA Tournament bracket became an annual March Madness rite of passage during his eight years in the White House, and the tradition lives on almost a decade ...

As always, when the NCAA men's basketball tournament begins, NBA scouts will have an extra close eye on some March Madness games more than others. For this exercise, we looked at teams meeting in ...