‘Grooms’ Traffic With Contest on Jan. 12 will launch its first ever search for the Groom of the Year, a contest that invites soon-to-be-wed guys to prove their husband-worthiness to the site’s audience.

The Condé Nast-owned property has tapped a panel of expert judges to review all entries and select 16 finalists from four different regions of the country based on where the grooms are from (North, South, East and West). Then starting on Mar. 2–to coincide with the NCAA men’s basketball tournament– users will begin narrowing down the contest’s field (weekly) by filling out an online voting bracket dubbed “Matrimony Madness.”

As the contest proceeds, the surviving grooms will be required to reveal more information about their courtship and engagement to help voters decide which contestants should advance to the next round. The final two grooms will submit video testimonials aimed at swaying voters. Ultimately, the winner will be announced on Mar. 30. has landed Macy’s Wedding & Gift Registry, Men’s Wearhouse, InterContinental Hotels & Resorts and high-end jeweler Tacori as sponsors of the inaugural event, which culminates on Mar. 30. Several of the brands will receive product placement opportunites during the various rounds of the contest, and each sponsor will also provide prizes to the Groom of the Year winner, which in total are valued at over $10,000.