Multiple small deals beat one big one

March 11, 2002
By Darren Rovell
Forget about "March Madness presented by American Express" or the "Pepsi Division I Men's Basketball Championship." Despite the proliferation of corporate branding throughout the sports world, NCAA officials insist there never will be a title sponsor for college basketball's prestigious postseason tournament.

Should the NCAA try to cash in with a multimillion-dollar naming-rights deal for college sports' most watched tournament, it would risk devaluing a bigger cash cow -- the packaging ...

Read more

ESPN Conversations