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MWC Capitalizes on March Madness Marketing

Last month, tens of millions of viewers watched the March Madness games — on television, on streaming video, on highlight reels and on sports shows. For the NCAA and its conferences, colleges and universities, March Madness is not only a championship tournament like no other, it also presents a unique — and uniquely challenging — marketing and branding opportunity. This article examines how specialized court floor designs generate visibility and provide colleges and universities with the ability to spotlight their sponsorship relationships and capitalize on the opportunity that March Madness presents.

This article was first published in the April 9, 2013 edition of the Chicago Daily Law Bulletin.

Douglas N. Masters is a partner in Loeb & Loeb LLP's Chicago office, where he litigates and counsels clients primarily in the areas of intellectual property, advertising and unfair competition. He is deputy chair of the firm's Advanced Media and Technology Department and co-chair of the firm's Intellectual Property Protection Group. 

Seth A. Rose is an associate in the firm's Chicago office, where he counsels clients on programs and initiatives in the fields of advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media.