This article was first published by Digiday sibling Modern Retail.
Consumer brands and retailers aren’t sitting on the sidelines this March Madness.
Companies across sectors, from footwear to personal care, are racing to sign college basketball players and feature them in marketing materials as the NCAA tournament gets underway today. Earlier this month, Jordan Brand announced it was working with University of Connecticut shooting guard Azzi Fudd, while NYX Professional Makeup said it was joining forces with UCLA center Lauren Betts. On March 16, Freddy’s, a custard and burger chain, announced deals with 10 collegiate athletes in Arizona, North Carolina, Tennessee and Texas.
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