Sheraton signs partnership with CBS Sports, NCAA


Sheraton Hotels & Resorts is teaming up with CBS Sports and the NCAA as an Official NCAA Corporate Partner. Sheraton is launching the sponsorship with a campaign that includes TV, online and on-property activation, as well as an effort to engage fans by bringing back an all-time fan favorite – the “wave.” With 190 hotels located in the U.S., Sheraton will become the hotel of choice for loyal NCAA sports fans who follow and support their favorite college team while they travel.

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.

Sheraton hotels have unveiled a new :30 TV spot, “Belong,” that airs during CBS Sports’ regular-season coverage of NCAA basketball, the 2008 NCAA Division I Men’s Basketball Championship — including the Men’s Final Four semifinal games — and the National Championship game, through April 8.

Online media includes placements on and Additionally, Sheraton will sponsor NCAA March Madness on Demand, the online video player that provides live streaming video of all 64 games of the NCAA Division I Men’s Basketball Championship, March 6-April 14.

The sponsorship also includes in-game billboards, on-air sponsorships, in-game programming and a NCAA-themed national promotion.