FEVO Guide: March Madness Marketing

Every March, the sports world turns its attention to the NCAA basketball tournament. Brackets get busted, underdogs make headlines, and fans across the country have a collective reason to tune in, talk sports, and spend more time engaging with teams and events.

But March Madness isn’t just a basketball story. It’s a cultural moment. And that means there’s opportunity for organizations of all kinds—whether you’re competing in the tournament, hosting games, or playing a completely different sport.

Here are a few ways teams and organizations can turn March energy into real results.

If Your Team Is in the Tournament: Capture the Momentum

Postseason excitement brings urgency, demand, and emotion. Fans want to be part of the moment, and that opens the door to higher-value experiences and creative Offers.

Create premium experiences

When stakes are high, fans are more willing to spend on memorable moments. Offering suites, clubs, or hospitality packages gives buyers a way to elevate the experience while increasing revenue per seat.

For example, premium seating packages for major tournament games can include all-inclusive food and beverage, private spaces, or exclusive lounge access, making it easy for small groups, corporate buyers, and larger parties to find an option that fits.

The key is accessibility. When premium inventory is easy to browse and purchase online, more buyers are willing to commit.

Turn game day into a full experience

Postseason games are perfect for add-ons. Consider:

• Pregame parties with food and drink packages
• Early entry experiences
• Player arrival or behind-the-scenes moments

These extras not only increase revenue, they also deepen the emotional connection fans have with the event.

Bundle merchandise with tickets

Commemorative items are a natural fit for postseason play. Bunding a limited-edition item with a ticket package adds perceived value and gives fans a reason to buy now instead of later.

Think:

• Exclusive tournament t-shirts
• Branded mini basketballs or collectibles
• Postseason-themed scarves, hats, or rally towels

Reward loyal buyers

Your most engaged fans are the most likely to show up in the postseason. Offering exclusive pricing or early access to group leaders, season ticket members, or past buyers reinforces loyalty and helps fill seats faster.

Use the moment internally

Playoff or tournament runs aren’t just for external fans. They’re also a great opportunity to reward employees, partners, and sponsors with access to games or hospitality experiences.

It builds morale, strengthens relationships, and turns big moments into shared experiences.

If You're Not in the Tournament: Ride the Wave Anyway

Even if your team didn’t make the court? —or doesn’t play basketball at all—March still creates a sports-focused atmosphere. The trick is to tap into the themes fans already care about.

Run bracket-inspired flash sales

Use the tournament structure to shape your Offers:

• "Sweet 16" ticket deals
• "Final Four" four-packs
• Limited-time "buzzer-beater" sales

You can tie promotions to real tournament dates or just use the language and energy of March.

Launch bracket challenges

Brackets aren’t just for college basketball. They’re a fun way to drive engagement and collect fan data.

Ideas include:

• Fan-favorite player brackets
• Best goal, save, or moment of the season
• Mascot or concession item brackets

These campaigns keep fans interacting with your brand throughout the tournament.

Host watch parties

Turn your venue into a gathering place, even if your team isn’t playing.

• Final Four or championship watch parties
• Bar or restaurant partnerships
• Ticketed viewing events with food and drink packages

It keeps your building active and puts your brand at the center of the action.

Create themed concessions or merch

Limited-time items tied to the tournament can drive impulse purchases.

Think:

• "Buzzer-beater" wins?
• "Bracket breaker" combo meals
• March-themed apparel or hats

Short-term, themed items create urgency and give fans something fun to share on social media.

Make March Work for You

March Madness is about more than basketball. It’s about urgency, competition, and shared moments. Those themes translate across sports, leagues, and live events of all kinds.

Whether you’re selling premium tournament packages, running bracket-inspired flash sales, or hosting watch parties, the goal is the same: meet fans where their attention already is and give them a reason to engage with your brand.

With the right Offer—and the right tools—March can be one of the most creative, engaging, and revenue-driving months of the year.