March Madness Branding Just Got Boring

We started off with 64 teams and some with non-traditional brand representation such as Robert Morris University (CRONS), Boston College (Reebok), Maryland (Under Armour), and Western Kentucky (Russell). Well, through process of elimination, it is now back to the Nike and Adidas show. Of the Sweet Sixteen, Nike Inc has 13 slots, with Adidas occupying the remaining 3. Nike's 82% share of the teams remaining in the tourney just about matches Nike’s share in the relevant basketball shoe market. The problem is that Nike does not score points with consumers for endorsing these teams at this point. Consumers have grown to expect it. The big deal would be if a non-Nike team won the championship. Adidas would be able to create marketing buzz if this were to happen, but the real hype would have come from some of the smaller brands. Maybe next year…