March Madness 2025 Sponsorship Deals Breakdown: Coca-Cola Tops $50M, Restaurant Chains Secure $10M Partnerships Each.

The 2025 March Madness sponsorship portfolio included 19 brands, led by Coca-Cola's $50M deal. Restaurant chains secured $10M partnerships each. Broadcasters secured seven deals worth $1.1B and $115M annually. The men's championship game attracted 18.1 million viewers, while the women's game had 8.5 million viewers. Each of the four finalists has a kit supplier deal worth $2M or more annually.

The 2025 March Madness tournament, a staple in American sports, saw a robust sponsorship portfolio and strong broadcasting deals. According to a recent report by ResearchAndMarkets.com [1], the event attracted significant attention both in terms of sponsorships and viewership.

Sponsorship Portfolio

The 2025 March Madness sponsorship portfolio included 19 brands, with Coca-Cola leading the pack with a $50 million annual deal. This sponsorship deal saw Coca-Cola serve as the main sponsor for both championship games. Additionally, three major restaurant chains— Pizza Hut, Buffalo Wild Wings, and Wendy's—each secured $10 million annual partnerships with the NCAA [1].

Broadcasting Deals

The event secured seven broadcast deals, with CBS and ESPN being the primary broadcasters. CBS has an eight-year agreement worth $1.1 billion per year, while ESPN has a deal worth $115 million annually over an eight-year period [1].

Viewership and Attendance

The 2025 men's championship game between the University of Florida and the University of Houston attracted an average of 18.1 million viewers on CBS. The women's championship game between the University of Connecticut and the University of South Carolina performed strongly, with an average of 8.5 million viewers tuning in on ABC [1].

Kit Supplier Deals

Each of the four finalists in the 2025 national championship games had a kit supplier deal worth $2 million or more annually. The University of South Carolina's agreement with Under Armour was the largest, valued at $7.15 million annually over ten seasons. The University of Connecticut had the second-largest deal, worth $5.6 million annually with Nike [1].

References

[1] https://www.businesswire.com/news/home/20250806978193/en/March-Madness-2025-Post-Event-Business-Analysis-Report-19-Brand-Sponsors-Led-by-Coca-Colas-%2450M-Deal-Restaurant-Chains-Secure-%2410M-Partnerships-Each---ResearchAndMarkets.com