One Shining Moment: Prepare for the Tides of March

Image credit: August Phlieger via Unsplash​

What makes the most thrilling three weeks in American sport such an incredible draw? Of course, the unpredictability of any single-elimination event is core to the continued popularity of the NCAA Men’s and Women’s basketball tournaments. It is a true testament to the enduring popularity of an event where 67 of the 68 fanbases will ultimately end their seasons in disappointment.

But what it is really that draws millions like a moth to flame as the calendar turns to March every year (besides choosing your bracket by mascot ferocity)? The storytelling. Improbable journeys that make relative unknowns into trending topics (our research tells us that 55% of NCAA Tournament fans tune in for the Cinderella stories) and turn stars into legends. Arike Ogunbowale. Ali Farokhmanesh (as a diehard Jayhawk, this one still hurts). Tyus Edney. Sister Jean.

Momentum’s proprietary research on “The New Fan” says that among areas of importance for sports fans, learning more about their favourite athletes (70% of sports fans view this as important) and exclusive content or behind-the-scenes information (64% of sports fans find this important) are chief among them. Fans come for the unpredictability of March, but they stay for the storylines and to see how far a double-digit seed can take their magical run.

For gen z fans, it’s about more than just entertainment; it’s also about storytelling. When compared to previous generations, their fandom is rooted more in tenets like motivation, empowerment and inspiration. They don’t want to just be passive participants in history playing out in front of them; they want to actively participate in the story. There’s no event better suited to capture the unexpected rise of iconic cultural moments than what we colloquially know as March Madness.

In many ways, the confluence of the cultural velocity of the NCAA Tournament and its endemic storytelling opportunity, consumption trends of younger generations and the NIL era of collegiate athletics is a perfect storm for savvy brand marketers. Of the ways to engage or pay attention during sporting events, branded social media or digital content featuring their favourite athlete performs significantly higher than any other engagement mechanism, according to Momentum’s research.

How can brands play a key role in bringing these stories to ravenous gen z fans? Contrary to long-held assumptions, gen z sports fans are receptive to brands playing a role in their fandom. 72% of gen z fans know the sponsors of their favourite teams or athletes, and 73% have made a purchase decision based on whether or not a brand has been endorsed by an athlete.

We are at a time of incredible change, evolution and innovation within the college sports landscape. Much like the unpredictability of the NCAA Tournament presents opportunities for athletes and teams to cement their legacy, it also presents opportunities for brands to play a foundational role in empowering the next generation to make history and tell their stories on the one of the grandest stages in sport. In fact, according to our research, 46% of fans notice/pay attention to company/brand commercials and 60% say that it positively influences them.

So, as you are seeing the moments play out set to the sounds of Luther Vandross in a few weeks, remember that opportunity flows in a couple of ways: to punctuate the decorated careers of the athletes we will see, and for brands to bring those stories to the increasingly youthful masses.