AT&T has renewed its long-standing partnership with the NCAA, reinforcing more than two decades of commitment to student-athletes, fans, and championship moments across the country. The multi-year agreement, managed by TNT Sports and CBS Sports through the NCAA’s Corporate Champions and Partners program, cements AT&T’s position as a central force in college athletics’ biggest stages — from March Madness to college football.
A Legacy of Connection and Innovation
For over 20 years, AT&T has been a cornerstone in college sports — connecting fans, supporting student-athletes, and fueling unforgettable championship moments. Whether through broadcast integrations, national campaigns, or on-ground activations like the AT&T Block Party at the March Madness Music Festival and the Super Saturday Concert, the brand continues to redefine how fans experience sport — courtside, couch side, and everywhere in between.
Kellyn Kenny, AT&T’s Chief Marketing & Growth Officer, highlighted the partnership’s emotional and cultural impact:
“Our long-standing relationship with the NCAA reflects our deep belief in the power of college sports to inspire, unite, and connect. College sports fans are among the most passionate in the world, and AT&T is proud to power the moments that bring them together – whether it’s streaming a rivalry game, texting about a last-second shot, or following their favorite athletes online.”
Beyond the Game — Empowering Student-Athletes
AT&T’s investment in college sports extends far beyond sponsorship. The company has become a leading voice in NIL storytelling, creating platforms for student-athletes to share their journeys and connect with fans. Through partnerships, content initiatives, and brand storytelling, AT&T is helping to shape the next generation of athlete influencers — merging sport, culture, and technology in ways that resonate with modern audiences.
Dan Gavitt, NCAA Senior Vice President of Basketball, acknowledged AT&T’s impact:
“AT&T’s continued participation at the highest level of the NCAA Corporate Champion and Partner program positively impacts the academic and developmental opportunities of more than half a million student-athletes each year while elevating the championship experience for student-athletes, schools, and fans.”
Building the Future of Fandom
As one of the NCAA’s longest-tenured partners, AT&T continues to redefine what fandom means in a digital-first world. From supporting both men’s and women’s sports to powering hyper-connected events, the company’s focus is on creating experiences that bring fans closer to the action and to each other.
This renewal solidifies AT&T’s leadership in innovation, connectivity, and fan-first experiences, ensuring that its influence on college sports will continue to evolve — just like the athletes and fans it connects every season.
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