Beyond the Buzzer: Purpose-Driven Partnerships Making a Lasting Impact During March Madness
March Madness is in full swing, bringing with it both broken brackets and Cinderella stories. As the competition heats up, brands are stepping up to tell powerful stories and make a lasting impact across both the men’s and women’s tournaments. I’ve been keeping an eye on purpose-driven partnerships, and several initiatives have stood out to me so far. Adidas’ "You Got This" campaign is empowering athletes, TOGETHXR and Aflac are teaming up to boost visibility for women’s basketball, and Dove is collaborating with the NCAA on Legacy Projects. Let’s dive into these impactful partnerships!.
Aflac and TOGETHXR Team Up to Champion Women’s Sports Coverage
Aflac and TOGETHXR are leading the charge in bridging the gap in women’s sports coverage by partnering with sports bars across the country. Their initiative ensures that every game, play, and athlete gets the spotlight they deserve. Through their collaborative effort, 64 sports bars nationwide have signed a pledge to show women’s games on at least 50% of their televisions during the tournament season.
At these TOGETHXR-certified locations, fans don’t need to ask to watch women’s sports, they’re already on. Women’s games are given equal prominence alongside men’s events, with major moments receiving full sound and top billing. This commitment emphasizes that everyone watches women’s sports, reinforcing the movement to elevate and normalize women’s athletic achievements.
Fans can explore the full list of TOGETHXR-certified sports bars via an interactive map, making it easier than ever to find a location that prioritizes women’s sports. Whether filling out brackets for the college tournament or cheering on their favorite teams, fans now have spaces dedicated to the magic of the game.
I love this partnership because it highlights a critical step forward for women’s sports. While social coverage and online discourse are important, the next step is creating physical spaces where women’s sports are both accessible and where communities can thrive. I’m excited to see how this initiative continues to unfold and the lasting impact it will have.
We All Need Someone to Make Us Believe
As March Madness intensifies, adidas has unveiled a new film that highlights the transformative power of competition in building athletes’ belief in themselves. Executive produced by Candace Parker, WNBA legend and President of adidas Women’s Basketball, the film is the latest chapter in the brand’s "You Got This" campaign, a movement dedicated to empowering athletes through confidence and resilience.
At its core, the film carries a simple yet impactful message: We all need someone to make us believe. By showcasing adidas’ top-tier women’s basketball talent, the film demonstrates how even rivals can inspire each other to reach new heights, proving that competition and camaraderie can coexist to strengthen both the individual and the game itself.
The film features a dynamic mix of rookie and veteran adidas athletes. In a series of high-energy on-court moments, these athletes lift each other up, offering encouragement, learning from one another, and showing that respect and competition are key to growth. the film will run throughout this year’s women’s March Madness tournament, underscoring adidas’ commitment to women’s sports. As women’s basketball reaches new heights, adidas is proud to amplify the voices of athletes pushing the game forward.
This campaign builds upon the ‘’You Got This’’ movement and is perfectly timed with March Madness, a moment when players have the opportunity to make a name for themselves, potentially boosting their chances of being drafted to the WNBA or NBA. While these athletes represent some of the world’s best, the campaign emphasizes that no matter where you are in your athletic journey, you can always learn, grow, and get better.
To learn more about the "You Got This" campaign and adidas’ commitment to women’s sports, visit adidas.com/yougotthis.
Revitalizing Community Spaces: 2025 Legacy Projects
Every year, March Madness delivers more than just heart-pounding basketball—it sparks positive change in local communities. Through various community initiatives, the NCAA and its partners go beyond the court to foster education, youth development, and community engagement, ensuring that the tournament’s legacy endures long after the final buzzer. For the 2025 Men’s and Women’s Final Fours, the NCAA is spearheading two major Legacy Projects in collaboration with Dove, both focused on revitalizing community spaces and providing local youth with greater access to safe, engaging environments.
Men’s Final Four Legacy Project: Transforming the Rayburn Clubhouse
Location: San Antonio, Texas
In partnership with DoveMen+Care, the 2025 Men’s Final Four Legacy Project will breathe new life into the Rayburn Clubhouse, turning a once-dormant facility into a cutting-edge community hub for youth engagement. Previously part of Rayburn Elementary, which closed in 2022, the building now serves as a Boys & Girls Club, providing resources for over 100 children in a neighborhood with limited access to green spaces. This revitalized facility will offer modern amenities and create a safe, welcoming environment where young people can gather, play, and grow.
Women’s Final Four Legacy Project: Restoring a Community Landmark
Location: Tampa Bay, Florida
The 2025 Women’s Final Four Legacy Project, in partnership with Dove, will restore the historic Julian B. Lane Riverfront Park in Tampa Bay. Once home to the Riverfront Summer Basketball League, the park has long played a pivotal role in developing young athletes and fostering community engagement. This restoration will revitalize the park, re-establishing it as Tampa Bay’s premier basketball hub and supporting programs like Team Tampa Basketball, which provides over 2,000 children annually with access to basketball training and community support.
Beyond the Game: A Commitment to Community
The NCAA’s Legacy Projects underscore its commitment to leaving a lasting, positive impact on every host city. By investing in local infrastructure and youth programs, the NCAA ensures that the spirit of March Madness is felt long after the championship trophy is awarded. These projects demonstrate that March Madness is more than just a tournament, it’s a platform for empowering future generations and building stronger, more connected communities.
For more information on the NCAA legacy projects throughout the tournament click here.
Final Thoughts
As March Madness continues to captivate audiences, it's clear that the impact of the tournament reaches far beyond the court. Through purpose-driven partnerships like those with Aflac and TOGETHXR, adidas, and Dove, brands are helping to elevate women's sports, foster confidence in athletes, and revitalize communities. These initiatives highlight the powerful role that sports can play in driving positive change, from inspiring the next generation of athletes to leaving lasting legacies in host cities. As the tournament progresses, it's exciting to see how these partnerships will continue to shape the future of sports, both on and off the court.