These Men's College Basketball Sponsorships Are a Slam Dunk

As the 2025-2026 NCAA basketball season tips off, insights from MarketCast reveal how sports sponsorships are scoring big with fans, translating excitement on the court into stronger awareness, deeper consideration and lasting brand loyalty. 

• Official sponsors of the 2025 NCAA men’s basketball averaged 31% aided awareness.
• The most recognized ‘25 sponsors among men’s NCAA basketball fans were Capital One (56%), Buffalo Wild Wings (49%) and Coca-Cola (46%).
• Sponsors of the NCAA Men’s Basketball Tournament netted an average lift of +28% pts on consideration. 
• Home Depot ranked highest in consideration of top tournament sponsors at 77%, followed by Wendy’s and Coca-Cola (both 67%). 

MarketCast’s research reveals that changes in sponsor fandom go beyond simple awareness — they’re strong indicators of real business impact. Fans who feel a genuine connection to a brand through their love of the game are more inclined to purchase, recommend and even advocate for it. The most effective sponsors harness that emotional bond, transforming passion for the sport into enduring brand loyalty.