For some people, it’s the most wonderful time of the year. The National Collegiate Athletic Association’s men’s basketball tournament, March Madness, is the biggest, baddest, most spectacular playoff in American sports. Very few other sports events come close to March Madness – 68 teams from schools all over the nation play it out on the basketball court. For marketers, March Madness is a golden opportunity. Possible new ventures extend across multiple media and channels, as viewers complete their brackets, watch games virtually, and engage with dedicated mobile sites, in a constantly flowing online dialogue. And for each of these outlets, brands have the unique opportunity to be a part of the conversation. However, it does come with its challenges. With consumers being able to choose their level of engagement, it is important for marketers to own the concept of airtime and share of choice, not one or the other. “I believe people love March Madness for two reasons: the brackets and pools, for one, have allowed people to gamble on the tournament in a legal way. Secondly, I believe the drama of one-and-done format with so many Cinderella teams from smaller conferences having a chance to advance intrigues the American public”, said one March Madness enthusiast. March Madness, or as we like to call it sportspalooza, is simply three weeks of great college basketball and high drama. Who wouldn’t participate?!