The NCAA Corporate Champion and Corporate Partner Program, established in 1984, supports the development of marketing and promotional activities surrounding NCAA championships while advancing opportunities for student-athletes.

The program includes two tiers—Corporate Champions and Corporate Partners—and brings together leading organizations that invest in intercollegiate athletics through funding, expertise and year-round support. These partners play a direct role in enhancing student-athlete experiences by supporting youth programs, scholarships, awards and fan engagement initiatives.

Corporate Champions and Partners support all 92 NCAA championships and receive a range of benefits, including category exclusivity and rights to use NCAA logos, marks, designations and championship tickets. Their involvement helps create meaningful connections between college sports and fans across the country.

Through this program, corporate partners contribute to the academic and personal development of nearly half a million NCAA student-athletes each year while also helping deliver championship experiences across sports and seasons.

In 2016, the NCAA announced an eight-year extension of its multimedia rights agreement with TNT Sports and CBS Sports, extending the partnership through 2032. This agreement ensures continued collaboration in managing the NCAA’s corporate marketing program and supporting key platforms and events, including NCAA.com, March Madness Live and championship fan experiences.

TNT Sports and CBS Sports hold exclusive rights to license NCAA marks, tickets and taglines for commercial promotions tied to NCAA championships, including certain media rights for the Division I Men’s Basketball Championship, and lead negotiations for all corporate partnership agreements.