By Kyle Duval @MKTG

March Madness is a whirlwind of buzzer-beaters, Cinderella stories, and, increasingly, lucrative NIL opportunities. For brands, this is so much more than just a sporting event; it's a goldmine of sponsorship potential, especially when the inevitable breakout stars emerge. This fleeting moment of peak visibility provides a golden opportunity, but only for those most prepared.

Ever since a groundbreaking 2021 Supreme Court case led to the NCAA allowing athletes to earn money from endorsements, we’ve seen the landscape of college sports shift, with eye-popping deals for top athletes becoming the norm. We’ve seen the NIL Market grow from $917M in 2021-22 to an anticipated $2.5B+ for 2025-26. Hoops stars like Caitlin Clark ($3.1M), Jared McCain ($1.2M), and Angel Reese ($1.8M) racked up millions in NIL deal earnings during their college careers.

But what about the overnight sensations? The players who light it up on the biggest stage, lead an underdog team to a big win, and capture the eyes (and clicks/views/impressions) of the nation for a brief stint?

Remember Jack Gohlke? The Oakland guard took over in last year’s first round matchup against 3-seeded Kentucky, leading to a sponsorship mid-tournament with Intuit TurboTax, rewarding the brand with over 18 million impressions across social media channels.

While big-name NIL deals—think star players with established social media followings—certainly have their value, they can also come with higher costs and greater competition. By contrast, signing a player who emerges as a star can be a far more cost-effective way to generate buzz and engagement, provided brands act quickly and decisively.

Not to mention, under the radar guys like Gohlke can drive major social media engagement if brands jump on their momentum early. They aren’t yet oversaturated with sponsorships, so their endorsements tend to feel more authentic, and their social media channels are less commercialized, giving brands a chance to create a more natural, organic collaboration.

MKTG’s best and brightest pulled together some of their predictions to the hot question: Who is this year’s star? Which men and women will emerge as America’s sweetheart, and which brand will be savvy enough to strike while the iron’s hot? We have eyes on…

Men

• Bennett Stirtz (Drake)

• Donovan Dent (New Mexico)

• Money Williams (Montana)

Women

• Ayoka Lee (Kansas State)

• Harmoni Turner (Harvard)

• Jayda Curry (Louisville) 

But let’s be realistic – it’s very possible this year’s shooting stars aren’t on the above list. After all, the true nature and beauty of March Madness is its unpredictability…

With this, as we barrel towards the exciting unknown of the tournament, here are a few things brands should keep in mind as it relates to pouncing on breakout stars:

• Counter unpredictability with preparedness: Be agile and ready to execute at a moment's notice. Those that already have a strategy in place to engage with these athletes—whether through social media or targeted campaigns—will be poised to reap the rewards.

• Fan attention span is short – quick, engaging videos and social media posts that highlight the player's journey and conveys brand messaging efficiently, will resonate best.

• Remember the power of storytelling. March Madness is full of underdog stories, and brands that can tap into that emotional connection will come out on top. Take Raising Cane’s partnering with DJ Burns to channel fan’s love for underdog stories.

While big-name NIL deals have their place, brands can shine during March Madness by acting on the breakout stars of the tournament. With great agility, a well-timed partnership can not only outperform larger deals but can also create long-term brand loyalty and engagement with a new generation of fans…Let the Madness Begin!