The NCAA renewed its long-standing deal with AT&T

The GIST: The NCAA is busy this March. Days after booking Dick’s Sporting Goods as a new sponsor, the NCAA renewed its long-standing deal with AT&T on Friday. The renewed commitment runs through the 2024–25 academic year and will focus on building parity between women’s and men’s sports. Talk about thinking big.

The details: AT&T remains a partner of all NCAA championships, but it tips off its new deal by sponsoring unique camera angles and pregame concerts during March Madness. This year, the telecom company is also rolling out a campaign with reigning WNBA MVP and South Carolina alum A’ja Wilson encouraging watchers to fill out both brackets.

• The brand will also become the presenting sponsor of the NCAA’s championship apps and will back the body’s (much needed) DEI initiatives. In turn, AT&T hopes to build awareness and affinity with young and diverse viewers.

Zooming out: As discussed in last month’s Sports Biz Breakfast, March Madness is becoming the go-to event for brands to spend and signal their support for gender equity by supporting both the men’s and women’s tournaments.

• Going forward, though, it’s worth asking: with various men’s and women’s pro leagues operating at different times throughout the year, how do companies plan to activate outside of March Madness?