Buick Signs On as March Madness Postgame Sponsor

Buick has signed on as the presenting sponsor of a new March Madness postgame show to air on truTV and TBS.

The automaker is backing 13 installments of a half-hour wrap titled “Inside March Madness Presented by Buick.” The program tips off on Tuesday, March 15 on truTV, immediately after the Turner net airs the first two games of the 2011 NCAA Div. I Men’s Basketball Championship tourney.

Given the 6:30 p.m. and 9:00 p.m. EDT starting times for games one and two of the so-called “First Four” matches on truTV, the Buick-sponsored postgame show should debut at around 11:30 p.m. EDT that same night.

The same schedule applies for Saturday’s doubleheader.

The Second Round of the tourney tips off March 17 with the 11:00 a.m. “Infiniti NCAA Tip-Off” show on truTV, which will throw to CBS’ Game 1 coverage at noon. Games will be staggered in half-hour intervals, providing viewers with an opportunity to watch more live action throughout the frenetic first two weeks of play.

Inside March Madness will jump from truTV to Turner sibling TBS in the Third Round, which begins Saturday, March 19.

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”).