In what signifies America’s most far-reaching annual sporting spectacle, the NCAA men’s basketball championship — better known as March Madness — invades cities across the country, filling arenas and stadiums with thousands of fans. Along the way, the NCAA has a definitive plan to keep the experience, both in-venue and on television screens the world over, on brand. That takes planning. Plenty of it.
While the tournament always starts with a “first four&rdqu...


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