Shooting for Stardom

The NCAA Tournament's Role in Athlete Marketability and Sponsorship Opportunities

22,000 people stood in attendance, screaming in anticipation…or at least that is what it sounded like. I walked towards center court while a sea of faces all focused on the ten of us. Millions more were glued to TV screens across the globe, waiting for tip-off.

Friends had been calling all week leading up to the game, telling me about the watch parties they were organizing just to see me play. Many loved ones had flown into Charlotte to watch me play. It felt like the whole world had its eyes on me.

Unfortunately, those watching on CBS saw just seven minutes of action before the producers decided that watching a 1 seed completely dismantle a 16 seed was less interesting than any of the other games available.

This was 2001, prior to the NCAA’s partnerships with TBS. Now, each game is broadcast in its entirety giving fans an opportunity to watch what they want to watch. But for those fleeting seven minutes, every college hoops fan in the nation saw me out there, giving it my all against one of the most legendary teams of all time. I was under the brightest spotlight on the grandest stage imaginable.

I still vividly recall that moment and my own brush with collegiate fame, even if it was just for seven minutes. The attention was surreal, and it got me thinking about the untapped potential of college athletes when it comes to branding and marketing themselves.

Making it to the NCAA Tournament puts athletes on a massive platform. It's not just a game; it's a gateway to fame and fortune. Sponsors and advertisers are well aware of this. They line up looking for the next Steph Curry or Gordon Hayward.

For companies, this tournament is a goldmine. It's their chance to build strong relationships with these emerging stars, and hitch their wagon to rising talents whose names will be trending on social media. And every year, like clockwork, new stars emerge, each one a potential game-changer for brands trying to make their mark in the sports world.

Real talk time…understanding how to market yourself is as crucial as any other aspect of your game. Many athletes expect others to handle their marketability and turn it into profit. They rely on agents, managers, and institutions to do the heavy lifting, forgetting that understanding how to market oneself is a crucial skill in today's world.

The NCAA Tournament catapults athletes into the limelight, but it's what you do with that spotlight that counts. That’s why capturing these moments on social media is crucial. Showing off these important moments allows the viewer to live vicariously through you. That is why when you watch Selection Sunday and see all these athletes on their phones capturing that moment, it makes me proud. Showcasing these moments and your personality will help create opportunities beyond the court.

Take a lesson from the pros. Successful athletes know how to leverage their fame. They collaborate with brands that align with their image. They are able to engage with their community, and they grow their personal brand with strategic partnerships and endorsements.

If you are a college athlete dreaming of that March glory, remember this…the tournament is just the beginning. Use it as a stepping stone to showcase yourself, but it's up to you to capitalize on that exposure. Learn how to market yourself, because in today's sports landscape, being marketable is wildly important.