ʻO ia ka hoʻomaka ʻana o Malaki Madness a hauʻoli nā poʻe hauʻoli pōpeku kolepa a puni ka ʻāina. ʻOiai ʻaʻole hiki ʻole ke koho ʻana i ka bracket Madness maikaʻi loa, miliona ka poʻe e hoʻopau i ka hoʻomana kaao i kēlā me kēia makahiki a hoʻolohe i nā pāʻani ola. ʻO ka hoʻokûkû NCAA kaulana e huki i nā mea hoʻokani paʻakikī a me nā kākoʻo bandwagon. A he aha lā ʻo March Madness me ka ʻole o nā hōʻailona e komo i ka hype? ʻO ka makahiki i hala, kokoke i nā wahi hoʻolaha a pau i ka wā o nā hoʻokūkū kāne a me nā wahine i kiʻi koke ʻia, me ka nui o nā hoʻolimalima hoʻolaha e haki ana ma luna o $1 biliona i nā makahiki i hala. ʻO nā hoʻopukapuka hoʻohiwahiwa ʻo ia ke kiʻekiʻe o nā pili. No laila, ʻo wai nā hoʻolālā kūʻai aku ʻo March Madness e hele i ke ala āpau? Ua nānā mākou i nā hoʻokūkū i hala e hana i kā mākou wānana hoʻolālā, a huli i ka Sprout Social Influencer Marketing e ʻike i kahi e waiho ai nā manawa hui maikaʻi loa. E luʻu kākou i nā hopena a me kekahi mau ʻōlelo aʻoaʻo e kōkua i kāu brand e noho i ka pāʻani. ʻO ka manawa kūʻai kūʻai ʻo Malaki Madness ʻO ka makahiki i hala aku nei, ua loaʻa i ka pāʻani hoʻokūkū hoʻokūkū kāne ʻo Malaki Madness i ka awelika o 18.1 miliona mau mea nānā, a ʻo ka hoʻokūkū wahine i huki hou i 8.5 miliona. Me nā ʻumi miliona o ka poʻe e hoʻolohe ana, ua maopopo ʻo Malaki Madness kahi manawa moʻomeheu nui. ʻAʻole wale no nā mea pā maʻamau, a i ʻole nā haʻuki a me nā hōʻailona pili kino. Ma waena o nā pāʻani pāʻani, nā ʻōlelo aʻoaʻo a me nā mea hoʻomohala haumāna-atlete ma ka pāpaho pūnaewele, ʻoi aku ka hopena o Malaki Madness i ka zeitgeist ma mua o ka wā ma mua. ʻO ka hoʻonui ʻana, ua kōkua ka lehulehu i ka hoʻololi ʻana i nā hanana haʻuki i kahi manawa kūʻai kūʻai maikaʻi no nā ʻano like ʻole—mai ka meaʻai a me ka mea inu a hiki i nā hale hana a i nā hui ʻinikua. Ke alakaʻi nei nā mea hoʻokūkū haumāna-ʻâlapa (a me nā hōkū hoʻokūkū ʻē aʻe) i ka pilikanaka a me nā huahana kūʻai ʻia. He ʻāpana kēia o kahi ʻano macro, ʻoiai ʻehā i loko o ʻelima mau mea kūʻai aku e ʻōlelo ana i ka influencer content out e hana i nā ʻike i kau ʻia ma ka moʻokāki brand ma ke ʻano o ka hiki ʻana, ka hoʻopili ʻana a me ka hoʻololi ʻana, no ka State of Influencer Marketing Report. Ke ʻimi nei ka nui o nā māka e hana i ka hapa nui o Malaki Madness, e hōʻike ʻia nā hoʻolaha kūʻokoʻa i ka hui ʻana o nā haumāna-ʻâlapa influencer, hoʻokomo i nā pōhaku moʻomeheu pūnaewele a kamaʻilio i kahi lehulehu. 4 Malaki Madness marketing manaʻo a me nā hoʻolālā e hoʻāʻo ai (me 2025 mau hiʻohiʻona hoʻolaha) Me kahi hanana nui e like me March Madness, maʻalahi ke nalowale i ka walaʻau. No ka hana ʻana i nā hoʻolaha hoʻolaha, pono ʻoe e paʻi i ka moʻomeheu pūnaewele. ʻO ka hana ʻana pēlā e hiki ai iā ʻoe ke hui pū me nā mea hoʻoikaika kūpono, hana i nā ʻike punahele e aloha ai kāu poʻe hoʻolohe a lilo i mea mua e pane i ka hana hoʻokūkū. Eia kekahi mau ala ʻike e komo ai i ka hana, a me nā laʻana mai 2025 e hoʻoikaika i kāu hoʻolālā. Hoʻopili i kahi mākeke hou o nā mea influencers e like me Experian ʻO kahi hoʻoholo koʻikoʻi o ka ʻAha Kiekie i ka makahiki 2021 i ʻae i nā mea haʻuki kolepa e uku ʻia no ko lākou inoa, kiʻi a me ke ʻano no ka manawa mua. I nā makahiki i hala iho nei, ua puka mai kahi ʻoihana miliona miliona. Ua hoʻomaka nā haumāna haʻuki i ka launa pū ʻana me nā mea a pau mai nā hale ʻaina o ke kaona o ke kulanui a hiki i nā hōʻailona nui e like me Nike. I ka wā o Malaki Madness, lawe nā mea hōʻailona i kēia mau hui i ka pae aʻe—mai ka hōʻiliʻili ʻana o Round 21 me Paige Bueckers a i U e Kotex's Play ma kāu hoʻolaha wā. Ua makemake nui mākou i ka hoʻolaha ʻana o Experian me Flauʻjae Johnson, ke kiaʻi pōpeku ʻo Louisiana State University. Ma waho aʻe o ka lilo ʻana i mea pāʻani ma ka ʻāina, ʻo Johnson kekahi mea pena rap kaulana i makemake nui i ke kālā pilikino. I loko o nā wikiō pāʻoihana kaiapili no ka hoʻolaha, ua pane ka hōkū i nā nīnau fan a wehewehe i kona hoʻohana ʻana i ka polokalamu Experian e kūkulu ai i ka hōʻaiʻē a nānā i kāna mau kau inoa.
Ua hōʻike pū ʻo ia ua holoi ʻo Experian i $ 5 miliona i ka hōʻaiʻē no nā ʻohana ma Louisiana, me kahi $ 100,000 i kēlā me kēia manawa i lanakila ai ka hui basketball wahine LSU i kahi pāʻani ʻo Malaki Madness. Wahi a Sprout Social Influencer Marketing, ua hāʻawi ka hui i kahi waiwai media loaʻa (EMV) kokoke i $ 350,000 ma ka pilikanaka. No ke aha ia e hana ai: I ka makahiki 2025, ʻo Johnson ka mea hoʻokūkū kolepa wahine i uku nui ʻia, me ka helu NIL o $1.5 miliona. Ua kūkulu ʻo ia i kahi hōʻailona pilikino e pili ana i ka waiwai lōʻihi, ka hoʻopukapuka kālā a me ka ʻike kālā, e hoʻolilo iā ia i hoa hana kūpono no Experian. No nā hōʻailona ma waho o ka ʻoihana haʻuki, e hoʻopili i nā mea hoʻoikaika haumāna-ʻâlapa i loaʻa ka hilinaʻi i kāu wahi a i ʻole niche. Hoʻohana i nā ʻano manawa maoli e like me Buffalo Wild Wings ʻO kekahi o nā hōkū hoʻokūkū o ka hoʻokūkū 2025 ʻaʻole ia he kaʻi a i ʻolemea pāʻani—ʻo ia ʻo Amir "Aura" Khan, ka luna no McNeese State. Ua hele ʻo Khan i ka viral i kona wā i hele ai i waho o ka pūnāwai o ka hui e paʻa ana i kahi pahu pahu, e alakaʻi ana i nā mea pāʻani i ka pā i ka wā e hoʻohauʻoli ana i ke mele "In & Out" a Lud Foe. He paʻakikī ka ʻakaʻaka ʻole a me ka hula ke nānā ʻoe i ke kiʻi i hope. Ma hope o ka lawe ʻana o ka wikiō i ka pūnaewele ma ka ʻino, ʻo Khan ka luna haumāna mua o kahi hui koleke e kau inoa i nā kuʻikahi kūʻai NIL, e hoʻopaʻa i ka pilina me TickPick, Insomnia Cookies, Buffalo Wild Wings a me nā mea hou aku. ʻO ka hui pū ʻana o Buffalo Wild Wings he akamai loa. Ua hana ka brand i kahi boombox maʻamau me ka logo Buffalo Wild Wings ma mua a ma waena. Ua hoʻohana ʻo Khan i ka pahu pahu no ka holo holoʻokoʻa o Malaki Madness. Ua loaʻa iā Khan a me kāna pahu boombox ma luna o 2.5 biliona mau manaʻo media, ʻo Buffalo Wild Wings 'CMO, ʻo Tristan Meline i haʻi aku iā Forbes.
Ke nānā nei i mua, ʻo Buffalo Wild Wings ke kākoʻo pāʻani pāʻani kūhelu o ka hoʻokūkū 2026, a ua wehe mua i nā mea kūʻai aku a me nā mea papa inoa. Ua hoʻi hou ʻo Khan i McNeese State, ma hope o ka holo pōkole ma NC State. Hoʻomaka ʻia nā mea ʻelua no ka 2026 March Madness spotlight. No ke aha ia e hana ai: Ke kamaʻilio nei ka hoʻolaha i kahi leʻaleʻa punahele ʻo Malaki Madness: ʻoliʻoli no nā moʻolelo Cinderella i manaʻo ʻole ʻia. Ma ka hui pū ʻana me Khan i ka wā mua, ua paʻi maikaʻi ʻo Buffalo Wild Wings i ke kamaʻilio pūnaewele a me ka ʻuhane o ka hoʻokūkū. I ka ʻimi ʻana i nā hoa, e hoʻomanaʻo ʻaʻole pono lākou mai ka hui hua kiʻekiʻe a i ʻole MVP e hana i kahi hopena. Hoʻokomo i ka haʻaheo o ke kaona e like me AT&T ʻO AT&T kekahi o nā mea kākoʻo NCAA kiʻekiʻe. Ua hoʻokomo ka brand i nā kūlanakauhale hoʻokipa o Malaki Madness a me nā kaiāulu kūloko mai ka wā i hoʻomaka ai lākou e kākoʻo i ka hoʻokūkū ma 2001. I ka makahiki hope ʻehā ma San Antonio, ua hoʻokumu mua ʻo AT&T i ka hopena kūloko ma ka hāʻawi ʻana i $10 no kēlā me kēia hīnaʻi i hana ʻia ma Fan Fest i ka South Texas Business Partnership a me Compudopt e hoʻolako i ke kamepiula i ke kaiāulu kūloko. Ua kākoʻo pū ʻo AT&T i ka Block Party ma ka March Madness Music Festival, he hanana manuahi no nā lālā o ke kaiāulu o San Antonio a me ke kipa ʻana i nā mea pāʻani like. Ke hoʻi nei ʻo AT&T e kākoʻo i ka hanana ma ka hoʻokūkū 2026. I ka makahiki i hala, ua hui pū ka brand me Duke star Cooper Flagg a me kona kupuna wahine, e hōʻike ana i ka duo i kahi hoʻolaha bingo-inspired. ʻAʻohe mea haʻaheo e like me ka ʻaʻahu maʻamau a ke kupuna wahine.
No ke aha ia e hana ai: ʻOiai ʻo ka haʻaheo o ke kaona hānau e hoʻopuka i nā hihiʻo o ka hoʻokūkū paʻakikī, ma kahi pae hohonu e pili ana i ka mālama ʻana i nā kaiāulu a kā mākou hui punahele a me nā mea pāʻani e hōʻike nei, a e hōʻike ana i nā ʻohana a me nā ʻōnaehana kākoʻo o kā mākou mea pāʻani punahele. ʻOiai ʻo AT&T kahi hōʻailona honua, lawelawe lākou ma ka pae kūloko e hāʻawi ana i ka pilina no nā poʻe ma nā wahi āpau. No laila ʻaʻole lawelawe wale kēia hoʻolaha i nā mea pā, akā lawelawe pū kekahi i kā lākou mea kūʻai kūloko. E hana i ka hype pūnaewele me nā manawa ʻaoʻao e like me Snapchat Hana pū ʻo Snapchat, ke kahua kaʻana like ʻana i nā ʻike ephemeral, me nā haumāna haʻuki, nā kula, nā liga a me nā hōʻailona e hana i nā ʻike e pili ana i nā manawa nui mai ka hoʻokūkū ʻo Malaki Madness. Nui nā kula i hōʻoia i nā moʻolelo-i ʻike ʻia ʻo Snap Star accounts-ma Snapchat, kahi i hōʻike ʻia e ka pūnaewele no kā lākou mea hoʻohana (ʻo ka hapa nui ma lalo o 25). Hoʻohui ka pūnaewele i nā ʻike ma hope o nā hiʻohiʻona me nā kiʻi hoʻolaha kūhelu. E like me Anmol Malhotra, ke poʻo o Snap's Sports Partnerships, i haʻi aku iā Marketing Brew: "He pilina nui mākou me Warner Bros Discovery…Turner, etc. ʻO ia kahi e loaʻa ai kā mākou uhi, akā manaʻo wau he nui ka uhi e loaʻa iā mākou mai nā hui, nā mea pāʻani ponoʻī a me nā poʻe e hana ana i nā ʻike no ka platform.
No ke aha ia e hana ai: Ma ka pilikanaka, hiki i nā hōʻailona ke hoʻohui i nā manawa kūhelu me nā hiʻohiʻona hope o nā mea kokoke loa i ka hana. ʻO ka hui pū ʻana me nā mea hana, nā mea pāʻani a i ʻole nā mea i loko e hiki ke hopu i nā manawa manawa maoli e manaʻo ai ka uhi ʻana i ke kanaka a me ka pilikanaka-mua, a hoʻokomo i kāu hōʻailona i ka hoʻokūkū ma ke ʻano kūlohelohe. ʻO nā mea hoʻokūkū kolepa kiʻekiʻe e nānā no 2026 Malaki Madness marketing (a ma waho aʻe) Aia ma mua o 550,000 mau haumāna haumāna NCAA. Hōʻike kēia helu hoʻopaʻa moʻolelo i ke kumu o ka manawa kiʻekiʻe o ka influencer marketing no nā brand ma hope o ka hoʻoholo NIL. No ke kōkua ʻana i ka hōʻemi ʻana i kēia loko wai nui a loaʻa i nā hoa kūpono no kāu hōʻailona, e huli i kahi hopena e like me Influencer Marketing.
No ka hōʻike ʻana i ke ʻano o ka hana ʻana, ua nānā mākou i nā profiles Influencer Marketing o ka mea haʻuki kula kiʻekiʻenā influencers e hoʻopuka ana i ka leo. Eia ka mea i loaa ia makou. JuJu Watkins He hōkūhele mua ʻo JuJu Watkins ma ke Kulanui o Kaleponi Hema. Ma waho aʻe o kāna ʻoihana pīpeku, ʻo Watkins kekahi NIL trailblazer. ʻO ia ka mea pâʻani pôpeku mua loa o ke kulanui i hoʻopaʻa inoa i kahi kuʻikahi me kahi brand makeup ʻoihana i ka wā i hui pū ai ʻo ia me NYX ma 2024. Ua hana pū ʻo ia me nā brand e like me Gatorade a me Nike. ʻO ka mea pōʻino, ua loaʻa ʻo Watkins i kahi hōʻeha ACL i ka hoʻokūkū o ka makahiki i hala, a ʻaʻole hiki ke pāʻani i ka manawa 2025-2026. ʻOiai ʻaʻole i haʻalele ʻia, ʻo Watkins kekahi o nā hōkū nui loa o ke koleke basketball ma ka pilikanaka. Wahi a ka ʻikepili Influencer Marketing, aia ʻo Watkins ma kahi o 1.5 miliona mau mea hahai ma waena o nā pūnaewele, a ʻo 85% o kāna mau mea hoʻolohe ma lalo o ka makahiki 34. He 6.5% ka nui o kona komo ʻana ma Instagram, a ʻo ia ka mea e kaʻana like i nā ʻike e pili ana i ka hoʻokūkū honua a me ka basketball. Ua hōʻiliʻili kāna hui pū me NYX cosmetics i kahi EMV kokoke i $400,000.
Cameron Boozer He poʻokela ʻo Cameron Boozer no ka Duke Blue Devils, a ua lanakila mua ʻo ia i ka mea hoʻokani ʻo ka ʻaha kūkā ʻo Atlantic Coast o ka makahiki a me ka Rookie o ka makahiki. Hōʻike nui ʻia ʻo Boozer ma Duke marketing. ʻOiai ʻo ia he kanaka hou, ua hoʻopaʻa ʻo ia i nā kuʻikahi me nā brand e like me Samsung a me Ioredane, me kāna kaikunāne māhoe ʻo Cayden. Loaʻa iā Boozer ma luna o 200,000 mau mea hahai ma Instagram, me ka helu komo ʻana o 4.3%, no ka Influencer Marketing. Hiki paha iā ia ke kamaʻilio e pili ana i nā kumuhana e like me ka huakaʻi a me kona makemake i ka basketball, e like me ka mea i hoʻoholo ʻia e ka paepae. ʻO kāna hui ʻoihana kaulana loa a hiki i kēia lā ʻo Crocs - kahi hana hōʻailona i alakaʻi i kahi kokoke i 3,000 mau hoʻopaʻa inoa a me EMV kokoke i $6,000. Manaʻo mākou e ʻike i ka ulu ʻana o Boozer i ka wā o ka hoʻokūkū, ʻoiai ʻo Duke ka hui kime poʻokela.
ʻO Flauʻjae Johnson E like me kā mākou i ʻōlelo mua ai, ʻo Johnson kahi mea pāʻani kiʻekiʻe ʻo Louisiana State University i kūkulu i kahi hōʻailona pilikino ikaika a puni kāna ʻoihana basketball a me ka rap. Ma ka ʻikepili Influencer Marketing, loaʻa iā Johnson he 5 miliona mau mea hahai ma Instagram, TikTok, YouTube, X, Facebook a me Snapchat. ʻOi aku ka kiʻekiʻe o kāna helu ʻike, ʻoi aku ka nui ma mua o ka pae o nā mea hana like. Ua ʻike ka paepae e kamaʻilio ʻo ia e pili ana i nā kumuhana e like me ke ola basketball, ka haʻaheo o ke kulanui ma LSU, kāna mele a me nā mixtape, a me nā hoʻokuʻu wikiō mele a me nā ʻike. Ua hui pū ʻo Johnson me 40 mau makamae, me PUMA, OREO a me Samsung, a hoʻohana pinepine i kāna mele ponoʻī ma nā pou i kākoʻo ʻia.
AJ Dybansta He hōkū hou ʻo AJ Dybansta ma ke Kulanui ʻo Brigham Young, ke hana nei i inoa nona iho e hoʻokumu ana i nā moʻolelo kiʻi ma ka Big 12 Tournament. Ua hui pū ʻo ia me nā hōʻailona nui e like me Fanatics, Nike a me Red Bull. Per Influencer Marketing, ʻoi aku ka nui o 1.2 miliona mau mea hahai ma Dybansta ma Instagram, TikTok a me X—me ka helu kiʻekiʻe o 7.2% ma X. ʻO ka hapalua o kāna poʻe hahai he 24 a ʻoi paha, a he 82% nā kāne. Hiki paha iā ia ke hoʻopuka e pili ana i nā kumuhana e like me nā hiʻohiʻona basketball, ke kaiāulu a me ke aloha, ka huakaʻi a me ka nohona, kona manaʻoʻiʻo a me nā manawa hope. Hana Hidalgo He kiaʻi ʻo Hannah Hidalgo no ke Kulanui o Notre Dame. ʻIke ʻia ma ke ʻano he mea pāʻani ikaika, ua kapa ʻia ʻo Hidalgo i ka Atlantic Coast Conference Defensive Player o ka Makahiki a me ka mea hoʻokani holoʻokoʻa o ka Makahiki-ʻo ia ka mea pāʻani mua i ka mōʻaukala o ka hālāwai kūkā e hoʻokō i nā kau ʻelua i hope. Ua hui pū ʻo Hidalgo me nā brand e like me Redbull a me CVS. Wahi a Influencer Marketing, ʻoi aku ʻo Hidalgo ma mua o 150,000 mau mea hahai ma nā pūnaewele, me ka helu kiʻekiʻe o 7.5% ma Instagram a ʻoi aku ka kiʻekiʻe o 12.5% ma TikTok. Hiki paha iā ia ke hoʻolaha e pili ana i ka hula a me nā mele mele, ka basketball wahine, nā haʻuki Notre Dame, nā podcasts a me nā nīnauele, kona manaʻoʻiʻo, a me ke ʻano o ka nohona a me ka ʻike. Ua loaʻa pū i kā mākou paepae kāna hoʻolaha hōʻailona kiʻekiʻe ma o ka hoʻopili ʻana me Gatorade, kahi hoʻolaha me ka 18.7% ka nui o ka hoʻopaʻa inoa ʻana o 6,600. ʻO Yaxel Lendeborg He mana koʻikoʻi ʻo Yaxel Lendeborg no ke Kulanui o Michigan i kapa ʻia ʻo ia ka Big 10 Player of the Year. ʻO ka loiloi NIL a Lendeborg he $2.3 miliona e hoʻolilo iā ia i waena o ka 20 kiʻekiʻe loa i loiloi ʻia nā haumāna haumāna NCAA. Ma waho aʻe o ka lilo ʻana i mea haʻiʻōlelo nui no ke Kulanui o Michigan, ua ʻike pū ʻia ʻo Lendeborg a hāpai i ka pāʻani NBA 2K25. ʻO ka mea pāʻani hōkū he 60,000 mau mea hahai ma Instagram, me ka 32% ka nui o ka hoʻopili ʻana, e like me ka Influencer Marketing. ʻOi aku paha ʻo ia e hoʻopuka e pili ananā hale ʻaina kūloko a me nā hōʻailona kūloko ʻē aʻe, ka pāʻani NBA2K a me ka Michigan Wolverines. Pehea e hiki ai i kāu hōʻailona ke huki i kahi pilikia media ʻAʻole ʻo March Madness he hoʻokûkû basketball wale nō - he hanana moʻomeheu ia e hāʻawi ana i nā manawa nui no nā hōʻailona. Inā ma o ka ʻimi noiʻi maikaʻi ʻana o nā haumāna haʻuki, nā ʻike IRL immersive a i ʻole nā hana i hoʻoulu ʻia e ke ʻano o nā manawa media kaiapili, ʻo ke kī o ka kūleʻa aia i ka hoʻopili ʻana i ka moʻomeheu pūnaewele a me ka hālāwai ʻana i nā poʻe i hea lākou. Ke hoʻomau nei nā hōʻailona e hoʻokiʻekiʻe i nā pili i kēlā me kēia makahiki, ʻo ka poʻe e pili ana i ka ʻoiaʻiʻo a me nā mea hou e kū i waho o ka lehulehu. Me nā hoʻolālā kūpono a me nā pilina, hiki i kāu hōʻailona ke hoʻohuli iā March Madness i hoʻokahi manawa kūʻai kūʻai. ʻO ka manawa kēia e komo ai i ka pāʻani. Ke ʻimi nei ʻoe i nā ʻōlelo aʻo hou aʻe e pili ana i ka loaʻa ʻana o nā mea hoʻokūkū haumāna-haumāna maikaʻi loa? E heluhelu i kā mākou alakaʻi i ka ʻimi ʻana i nā influencers kūpono no kāu hoʻolaha. The post March Madness marketing: Pehea e hiki ai i nā elite brands ke helu i nā helu nui i ʻike mua ʻia ma Sprout Social.
