"By partnering with the NCAA, we will join in the brand's commitment to education and college athletics creating a national and local marketing platform that truly connects our two iconic brands with the fans that love them," said Eric Hirschhorn, chief marketing officer, North America, Burger King Worldwide. "We are inspiringly passionate about great food and quality service. The goal is to embed the Burger King brand in the fan excitement surrounding NCAA March Madness championship and the other 89 NCAA championships."
The partnership allows Burger King to use all NCAA trademarks and logos, and includes media, merchandising and on-site event opportunities, according to Burger King. Burger King will have a national television campaign surrounding the NCAA Men's Basketball Tournament in addition to a digital campaign on March Madness Live, NCAA.com, Bleacher Report and CBSSports.com.