March Madness marketing moments that rocked the rim
The 2025 NCAA basketball tournaments are showcasing how March Madness marketing is evolving. While the games are the main attraction, it’s the off-court partnerships that are drawing attention. Brands like Dove Men+Care and Niagara Water are moving away from traditional endorsements to highlight lesser-known figures like team managers, water boys, and athletes’ self-care routines—and it’s resonating with audiences.
Take Niagara Water’s collaboration with UCLA student manager and water boy, Finn Barkenaes. Similarly, Amir Khan, McNeese State’s “hype man” and student manager, gained fame for his pre-game boombox routine and landed major NIL deals with brands like TurboTax, Insomnia Cookies, and Buffalo Wild Wings. This shift shows that marketers are expanding their focus beyond athletes, recognizing the diverse personalities that contribute to the March Madness experience.
Dove’s campaign featuring athlete Jared McCain, which highlights his self-care routine, also introduces a more relatable, human side to the athlete. It’s a clever strategy that makes McCain more accessible to fans by showcasing a side of him beyond his athletic abilities. These partnerships—whether with unsung heroes like Finn Barkenaes or through self-care-focused campaigns—underscore the growing trend of celebrating personal stories and the everyday people who play vital roles in athletes’ lives.
This year’s NCAA basketball tournaments are proving that marketing isn’t just about the game itself; it’s about connecting with fans through the people and stories that often go unnoticed, offering a fresh perspective on the athletes and the teams they work with.
Takeaways
It’s refreshing to see how March Madness marketing is evolving. The shift towards celebrating the behind-the-scenes figures, like Finn Barkenaes and Amir Khan, feels like a much-needed breath of fresh air, shining a light on self-care and the often-overlooked team members who make everything run smoothly. Campaigns like Dove’s also make athletes more relatable and remind us that athletes are people too, rather than just stars on TV.
Overall, I think this is a sign that brands are starting to get it: fans want something real, and they’re drawn to what’s genuine, not just polished, on-screen moments. It’s exciting to see this new wave of marketing that’s truly in tune with today’s sports culture.
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‘Minecraft’ breaks the box office: What does its success mean for video game movies?
This past weekend, the long-awaited A Minecraft Movie stunned the entertainment industry with a $313 million global opening, crushing early projections and reaffirming Hollywood’s growing obsession with gaming IP. Once considered risky, video game adaptations are now one of the most bankable genres, with A Minecraft Movie leading the charge in 2025.
The film, based on the iconic block-building game that’s captivated players for over a decade, managed to pull in audiences across generations — from nostalgic older fans to younger players regularly playing and engaging with the game through YouTube creators and TikTok trends. Its all-star cast, including Jack Black and Jason Mamoa, and family-friendly humor helped fuel a massive turnout, but the real magic may lie in the deep emotional connection fans have to the game itself.
Takeaways
A Minecraft Movie’s success signals a new era for video game movies — and marketing in general. Those in PR, marketing and advertising should be aware that previously underwhelming, niche media options are no longer to be pushed to the wayside, they’re centerpieces. As gaming continues to blend with mainstream pop culture, expect to see even more big-budget adaptations of titles and nostalgic media that blends audiences for the greatest appeal.
The challenge now? Making sure these adaptations feel authentic. A Minecraft Movie managed to capture the essence of the game without feeling like a cash grab — something that’s notoriously hard to do. If studios can continue striking that balance, the next decade of gaming films might just become Hollywood’s next golden age.
Aaron Lewis, Campaign Director
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Goldman Sachs Raises Recession Odds to 45%
Last week’s White House announcement of wide-ranging tariffs threatens to upend global trade as we know it, and financial markets have responded in kind. Heavy losses continue to bog down the Dow Jones, NASDAQ, S&P 500, and other benchmark index funds. Barring an unforeseen reversal, Wall Street is warning that recession risk is rising. Goldman Sachs estimated a 45% probability on Monday, the second time it has upped its estimate in just one week.
Takeaways
Recession fears never fully materialized in 2022 despite dominating news cycles, but financial titans like JPMorgan and Goldman Sachs appear more bearish on the market’s prospects this time around. Both have forecasted enhanced recession risk in recent days, part of a growing crescendo of concerned voices as consumers and businesses worry about ballooning prices. White House policies will be important to observe for both alike, as continued volatility will create more financial pain.
Joe Birdsall, Campaign Manager
Brands capitalize on the success of White Lotus
(WARNING: This Soundbite may contain spoilers)
Each week, the White Lotus fans at TEAM LEWIS have been discussing the latest developments and new theories about the HBO show’s third season in Thailand. Who was the shooter? How would Victoria “I just don’t think, at this age, I’m meant to live an uncomfortable life” Ratliff react to her husband’s legal and financial downfall? Did those three friends actually like each other? The dramatic finale this week brought some answers to the explored themes of fate and consequence as the show culminated in a violent confrontation and multiple character deaths.
Takeaways
Brands have been capitalizing on the popularity of The White Lotus through different themed tie-ins, such as Viator’s White Lotus filming location tours, but not all efforts have gone entirely smoothly. In one notable marketing effort, Coffee-Mate released limited-edition piña colada coffee creamers in collaboration with the show. Unbeknownst to them, the finale featured a character nearly murdering his family with a piña colada intentionally laced with toxic fruit seeds.
While this plot twist could have posed a PR challenge, Coffee-Mate responded with humor, acknowledging the awkward timing on social media. This lighthearted and transparent response led to increased positive engagement for the brand, highlighting the need for brands to remain adaptable and responsive in their marketing strategies, especially when partnering with entertainment properties.
Leigh-Anne Borkowski, Campaign Director
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