The NCAA has lifted a longstanding ban on advertising alcohol and energy drinks during its championship events, including March Madness.
It was first reported last week that the college sports governing body changed its ad policy as part of an agreement with television companies to expand the NCAA men’s and women’s basketball tournaments from 68 to 76 teams starting in March 2027. Money is driving the shift.
“The NCAA Division I Board of Directors changed these policies to maximize the revenue the association returns to member schools as they are investing more and more in student-athletes on their campuses,” said Dan Gavitt, NCAA senior vice President of basketball.
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“The change also brings NCAA Championships in line with most schools and conferences which have been selling alcohol during events and accepting alcohol advertising and sponsorship for some time now. The NCAA will continue to prohibit sports betting and daily fantasy advertising.”
The NCAA will take in an extra $300 million with the expanded tournament field. And in order to pay for it, TV companies needed to be able to sell more commercials, which becomes easier and more lucrative if alcohol and energy drinks are included, per USA Today.
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