Buick Signs On as March Madness Postgame Sponsor | Adweek
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Buick Signs On as March Madness Postgame Sponsor

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Setting the table for the Final Four (April 2 and 4), a special edition of Buick’s postgame program will air on truTV following the network’s April 1 coverage of the Reese’s College Basketball All-Star Game. Previous sponsors of the exhibition were DiGiorno’s and Hershey’s.

In late January, CBS Sports and Turner Sports announced they had nailed down their first major sponsorship deal since joining forces to cover March Madness, teaming up with official NCAA corporate partner Infiniti in a pact that extends well beyond the margins of the tournament.

Along with its pregame sponsorship, Infiniti will also be featured in co-branded “Inspired Performance” vignettes during live game coverage as well as a number of “Coaches Spotlight” segments.

As in previous years, AT&T returns as the presenting sponsor of the half-time show (“AT&T at the Half”).