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The NCAA Tournament is the ultimate basketball event in the college domain. This year, it also became a case study for brands on how to navigate name, image and likeness (NIL) deals with student-athletes.
The 2022 championship drew an average of 10.7 million total viewers for its 67 live telecasts, up 13% year over year.
Student-athletes have been allowed to sign endorsement deals beginning in July 2021. This year’s tournament marked the first time athletes could build
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