The Sheraton brand’s NCAA partnership provides the global hotel brand with category exclusivity in 23 sports, including basketball and football, and marketing rights to all 88 NCAA Championship events and integrated media, including the NCAA Division I Men’s Basketball Championship. The partnership provides opportunities for Sheraton to reach approximately 1,200 member schools and 360,000 student-athletes across 50 states and is one component of a larger effort to dramatically differentiate the guest experience at the Sheraton hotels, currently rolling out nationwide.
Sheraton is launching the sponsorship with a multi-faceted marketing campaign that includes TV, online and on-property activation, as well as a unique effort to engage fans by bringing back an all-time fan favorite – the “wave.”
Umm okay….first of all the “Wave” is not a fan favorite and the millions (probably thousands) who protest it by sitting down instead of standing are insulted Sheraton! Second, this seems like a pretty damn good deal for Sheraton if you ask me and being someone who used to work for the company…I applaud you. As a Sheraton employee I got to deliver Damon Bailey and Alan Henderson room service when I was in the 10th Grade.