Kukuqala kukaMatshi Madness kunye nabathandi bebhola yomnyazi kwikholeji kwilizwe lonke bayavuya. Nangona ukukhetha isibiyeli esifanelekileyo se-March Madness phantse akunakwenzeka, izigidi zabantu zigqibezela isiko eliyintsomi unyaka nonyaka kwaye bangene kwimidlalo ephilayo. Itumente edumileyo ye-NCAA itsala abalandeli be-die-hard kunye nabaxhasi be-bandwagon ngokufanayo. Kwaye ingaba yintoni uMatshi Madness ngaphandle kwee-brand ezingenayo kwi-hype? Kunyaka ophelileyo, phantse zonke iindawo zentengiso ngexesha leetumente zamadoda nabasetyhini zathathwa ngokukhawuleza, kunye nenkcitho epheleleyo yentengiso iye yadlula ngaphezulu kwe-1 yeebhiliyoni zeedola kwiminyaka edlulileyo. Utyalo-mali oluncomekayo luthetha ukuba ii-stakes ziphezulu. Ke, zeziphi izicwangciso zentengiso zikaMatshi Madness ziya kuhamba yonke indlela? Sijonge kwiitumente ezidlulileyo ukwenza uqikelelo lwesicwangciso sethu, saza saya kwi-Sprout Social Influencer Marketing ukuze sifumanise ukuba alele phi awona mathuba entsebenziswano. Masingene kwiziphumo kunye neengcebiso ezimbalwa zokunceda uphawu lwakho luhlale kumdlalo. Ithuba lentengiso kaMatshi Madness Kulo nyaka uphelileyo, umdlalo wobuntshatsheli we-March Madness wamadoda utsale ababukeli abazizigidi ezili-18.1, kwaye ubuntshatsheli babasetyhini batsale esinye i-8.5 yezigidi. Ngamashumi ezigidi zabantu ababukeleyo, kucacile ukuba iMadness kaMatshi ngowona mzuzu ubalulekileyo wenkcubeko. Kwaye kungekuphela nje kubalandeli abaqhelekileyo, okanye imidlalo kunye neempawu ezimeleneyo nokuqina. Phakathi kwemidlalo yokudlala, inkcazo ehamba phambili kunye nabaphembeleli babafundi kwimidiya yoluntu, uMatshi weMadness unempembelelo enkulu kwi-zeitgeist kunanini ngaphambili. Ukuhlehlisa, intlalontle incede ekuguquleni iminyhadala emininzi yemidlalo ibe lithuba lokuthengisa elinengeniso kwiintlobo zonke-ukusuka ekutyeni nakwiziselo ukuya kwizindlu zefashoni ukuya kwiinkampani zeinshorensi. Iintshatsheli zembaleki zabafundi (kunye nabanye abadumileyo kwitumente) ngokukodwa baqhuba unxibelelwano loluntu kunye neemveliso ezithengisiweyo. Le yinxalenye yendlela enkulu, njengoko abathengisi abane kwabahlanu besithi umxholo we-influencer uphume wenza umxholo oposwe kwiakhawunti yophawu malunga nokufikelela, ukubandakanyeka kunye nokuguqulwa, ngokweSimo seNgxelo yeNtengiso ye-Influencer. Njengoko iibrendi ezininzi zizama ukwenza uninzi lukaMatshi Madness, imikhankaso ebalaseleyo iya kuba nentsebenziswano yabafundi nembaleki, ibandakanye amatye okuthintela inkcubeko kwi-intanethi kunye nokujongana nabaphulaphuli abohlukeneyo. I-4 Matshi iMadness yentengiso imibono kunye nezicwangciso zokuzama (kunye nemizekelo ye-2025 yephulo) Ngomsitho omkhulu onje ngoMatshi Madness, kulula ukulahleka kwingxolo. Ukwenza amaphulo okumisa ukuskrola, kufuneka ungene kwinkcubeko ye-intanethi. Ukwenza njalo kuya kukuvumela ukuba usebenzisane nabaphembeleli abafanelekileyo, wenze amava abalandeli abaphulaphuli bakho abaya kuwathanda kwaye ube ngowokuqala ukuphendula kwintshukumo yetumente. Nazi iindlela ezimbalwa ezibonakalayo zokungena kwisenzo, kunye nemizekelo esuka kwi-2025 ukukhuthaza isicwangciso sakho. Thepha kwindawo entsha yentengiso yabaphembeleli abanje nge-Experian Isigqibo seNkundla ePhakamileyo esiyimbali ngo-2021 savumela iimbaleki ezihlangeneyo ukuba zihlawulelwe igama, umfanekiso kunye nokufana kwazo okokuqala. Kule minyaka imbalwa idlulileyo, kuye kwavela ishishini lezigidi zeerandi. Iimbaleki zabafundi zaqala ukusebenzisana naye wonke umntu osuka kwindawo zokutyela zasekholejini ukuya kwiimpawu eziphambili ezifana neNike. Ngexesha likaMatshi Madness, iibrendi zithatha olu bambiswano ukuya kwinqanaba elilandelayo-ukusuka kwingqokelela ye-Round 21 kunye noPaige Bueckers ukuya ku-U nge-Kotex's Dlala kwiphulo lakho lePeriod. Salithanda kakhulu iphulo lika-Experian kunye noFlau'jae Johnson, unogada webhasikithi weYunivesithi yaseLouisiana. Ukongeza ekubeni ngumdlali obekwe kuzwelonke, uJohnson ukwaligcisa elidumileyo lerap elithanda imali yobuqu. Kwiividiyo zemidiya yoluntu yeli phulo, inkwenkwezi yaphendula imibuzo yabalandeli kwaye yachaza indlela ayisebenzisa ngayo i-Experian app ukwakha ikhredithi kunye nokubeka iliso kubhaliso lwakhe.
Ukwaveze ukuba i-Experian yosula i-5 yezigidi zeedola ematyaleni kwiintsapho zaseLouisiana, kunye nenye i-100,000 yeedola rhoqo xa iqela le-basketball labasetyhini be-LSU liphumelele umdlalo we-March Madness. NgokukaSprout Social Influencer Marketing, intsebenziswano yazisa ixabiso leendaba elifunyenweyo (EMV) kufutshane ne-350,000 yeedola kwintlalontle. Kutheni le nto isebenza: Ngo-2025, uJohnson wayeyeyona mbaleki yekholeji yabasetyhini ehlawulwa kakhulu, ngexabiso le-NIL le-1.5 yezigidi zeedola. Uzakhele igama malunga nobutyebi bexesha elide, utyalo-mali kunye nolwazi lwezemali, nto leyo emenza abe liqabane lomyili eligqibeleleyo le-Experian. Kwiimpawu ezingaphandle kweshishini lezemidlalo, cofa kwiimbaleki zabafundi abaphembelela abasele benokuthembeka kwindawo yakho okanye kwi-niche. Yandisa iintsingiselo zexesha lokwenyani njengeBuffalo Wild Wings Enye yeenkwenkwezi eziqhawukayo kwitumente ka-2025 yayingengomqeqeshi okanyeumdlali-yayinguAmir "Aura" Khan, umphathi weMcNeese State. UKhan waya kwintsholongwane xa ephuma kwitonela yeqela ephethe i-boombox, ekhokelela abadlali enkundleni ngelixa bedlwengula ngomdla kunye nengoma kaLud Foe ethi "In & Out". Kunzima ukuba ungancumi kwaye udanise xa ubukele ividiyo emva. Emva kokuba ividiyo ithathe i-intanethi ngesivunguvungu, uKhan wayengumphathi wokuqala womfundi weqela lekholeji ukuba asayine izivumelwano zokuthengisa ze-NIL, ukufumana intsebenziswano kunye ne-TickPick, i-Insomnia Cookies, i-Buffalo Wild Wings kunye nokunye. Intsebenziswano yeBuffalo Wild Wings yayiyeyona ikrelekrele. Uphawu lwenze i-boombox yesiko kunye nelogo yeBuffalo Wild Wings ngaphambili naphakathi. UKhan wasebenzisa i-boombox kwiqela lonke leqela likaMatshi Madness. UKhan kunye ne-boombox yakhe bazuze ngaphezulu kwe-2.5 yeebhiliyoni zeebhiliyoni ezifunyenwe kwimithombo yeendaba, iBuffalo Wild Wings 'CMO, uTristan Meline uxelele iForbes.
Ukujonga phambili, iBuffalo Wild Wings ngumxhasi osemthethweni webar yezemidlalo kwitumente ka-2026, kwaye sele ityhilile izinto ezintsha zokuthengisa kunye nemenyu. UKhan usanda kubuyela kwiMcNeese State, emva kokubaleka kancinci kwi-NC State. Zombini zilungiselelwe i2026 Matshi Madness spotlight. Kutheni lisebenza: Eli phulo lithetha nomdlalo owuthandayo kaMatshi Madness: ukuvuyisa amabali eCinderella angalindelekanga. Ngokubambisana noKhan kwangethuba, iBuffalo Wild Wings yangena kwincoko ye-intanethi kunye nomoya wokhuphiswano. Xa ufuna amaqabane, khumbula ukuba akufuneki ukuba abe kwiqela lembewu ephezulu okanye i-MVP ukwenza impembelelo. Tyala imali kwibhongo ledolophu yasekhaya njenge-AT&T I-AT&T ngomnye wabaxhasi abaphezulu beNCAA. Uphawu lutyale imali ngoMatshi Madness ezisindleka izixeko kunye noluntu lwasekuhlaleni ukusukela oko baqala ukuxhasa itumente ngo-2001. Ngexesha lesine sokugqibela sonyaka ophelileyo eSan Antonio, i-AT&T yabeka phambili impembelelo yasekhaya ngokunikela ngeedola ezili-10 kwibhaskithi nganye eyenziwe kwiFan Fest kwiNtsebenziswano yoShishino yaseMzantsi Texas kunye neCompudopt ukubonelela ukufikelela kwikhompyuter kuluntu lwasekuhlaleni. I-AT & T iphinde yaxhasa i-Block Party kwi-March Madness Music Festival, isiganeko samahhala kumalungu oluntu lwaseSan Antonio kunye nokutyelela abalandeli bezemidlalo ngokufanayo. I-AT&T ibuyela ukuxhasa umsitho kwitumente ka-2026. Kunyaka ophelileyo, uphawu luye lwasebenzisana noDuke inkwenkwezi uCooper Flagg kunye nomakhulu wakhe, ephethe i-duo kwintengiso ephefumlelweyo yebhingo. Akukho nto ithetha ukuzingca njengejezi yesiko likamakhulu.
Isizathu sokuba isebenze: Ngelixa ukuzingca kwedolophu yasekhaya kunokubangela imibono yokhuphiswano oluqatha, kwinqanaba elinzulu malunga nokukhathalela uluntu olumele amaqela esibathandayo kunye nabadlali abamele, kunye nokuqaqambisa iintsapho zabadlali esibathandayo kunye neenkqubo zenkxaso. Nangona i-AT&T iluphawu lwehlabathi, basebenza kwinqanaba lasekhaya bebonelela ngoqhagamshelo kubantu ngabanye naphi na apho bakhoyo. Ke eli phulo alipheleli nje ekukhonzeni abalandeli, kodwa likwasebenzela abathengi basekhaya. Yenza i-hype ye-intanethi ngamaxesha asecaleni lenkundla njenge-Snapchat I-Snapchat, iqonga lokwabelana ngomxholo we-ephemeral, lisebenza neimbaleki zabafundi, izikolo, iiligi kunye neebrendi ukwenza umxholo ojikeleze ixesha elikhulu ukusuka kwitumente kaMatshi Madness. Izikolo ezininzi zinee-akhawunti eziqinisekisiweyo—ezaziwa ngokuba zii-akhawunti ze-Snap Star—kwi-Snapchat, leyo inethwekhi igxininisa kubasebenzisi bazo (uninzi lwabo bangaphantsi kwama-25). Inethiwekhi idibanisa umxholo ongemva kwe-scenes kunye nevidiyo esemthethweni yosasazo. Njengoko u-Anmol Malhotra, iNtloko ye-Snap yeNtsebenziswano zeMidlalo, utshele i-Marketing Brew: "Sinobudlelwane obukhulu kunye noWarner Bros. Discovery ... Turner, njl. Kulapho sifumana khona i-coverage yethu, kodwa ndicinga ukuba i-coverage eninzi esiza kuyifumana nayo ivela kumaqela, abadlali ngokwabo kunye nabantu abadala umxholo weqonga. "
Kutheni isebenza: Kwintlalontle, iibrendi zinokudibanisa amaxesha asemthethweni kunye neembono ezisemva kwe-scenes zabo basondeleyo kwisenzo. Ukusebenzisana nabadali, iimbaleki okanye abantu bangaphakathi abanokuthi babambe ixesha lokwenyani kwenza ukuba abantu bazive bengumntu kunye nentlalo-ntle kuqala, kwaye kubethelele uphawu lwakho kwitumente ngendlela yendalo. Iimbaleki eziphezulu zekholeji ukuba zibukele ukuthengisa ngoMatshi 2026 (nangaphaya) Kukho ngaphezu kwe-550,000 yeembaleki zabafundi be-NCAA. Eli nani lophula irekhodi lichaza ukuba kutheni ithuba lokuthengisa iibrendi liphezulu kakhulu emva kwesigwebo se-NIL. Ukunceda ukunciphisa eli chibi likhulu kwaye ufumane amaqabane afanelekileyo kwibhrendi yakho, jika kwisisombululo esifana neNtengiso yeInfluencer.
Ukubonisa indlela esebenza ngayo, sijonge kwiiprofayili zeNtengiso ye-Influencer yembaleki ephezulu yekholejiabaphembeleli benza i-buzz. Nantsi into esiyifumeneyo. JuJu Watkins UJuJu Watkins yinkwenkwezi phambili kwiYunivesithi yaseSouthern California. Ukongeza kubuchule bakhe bebhasikithi, uWatkins ukwayi-NIL trailblazer. Wayengumdlali webhasikithi wokuqala weyunivesithi ukuba asayine isivumelwano kunye ne-brand makeup brand xa esebenzisana ne-NYX ngo-2024. Uye wasebenza neempawu ezifana ne-Gatorade kunye ne-Nike. Ngelishwa, uWatkins ugcine ukwenzakala kwe-ACL ngexesha letumente yonyaka ophelileyo, kwaye akakwazi ukudlala kwisizini ka-2025-2026. Ngaphandle kokubekwa ecaleni, uWatkins useyenye yezona nkwenkwezi zinkulu kwikholeji yebhasikithi kwezentlalo. Ngokutsho kwedatha yeNtengiso ye-Influencer, i-Watkins inabalandeli be-1.5 yezigidi kuwo wonke amanethiwekhi, kwaye i-85% yabaphulaphuli bakhe bangaphantsi kweminyaka eyi-34. Unomlinganiselo omangalisayo we-6.5% wokuzibandakanya kwi-Instagram, kwaye unakho ukwabelana ngomxholo malunga ne-adventures yehlabathi kunye ne-basketball. Intsebenziswano yophawu lwakhe kunye ne-NYX cosmetics iqokelele i-EMV ephantse ibe yi-400,000 yeedola.
Cameron Boozer UCameron Boozer ungumdlali ophambili weDuke Blue Devils, kwaye sele ephumelele uMdlali weNkomfa yeAtlantiki yoNxweme kunye noRookie woNyaka. I-Boozer ibonakaliswe ngokubalaseleyo kwintengiso yeDuke. Ngaphandle kokuba ngumntu omtsha kuphela, sele ekhusele izivumelwano ngeempawu ezifana ne-Samsung kunye neJordani, kunye newele lakhe uCayden. I-Boozer inabalandeli abangaphezulu kancinane kwe-200,000 ku-Instagram, ngezinga lokuzibandakanya le-4.3%, ngokweNtengiso ye-Influencer. Uyakwazi ukuthetha ngezihloko ezifana nokuhamba kunye nothando lwakhe lwebhola yomnyazi, njengoko kumiselwe liqonga. Ubambiswano lwakhe lophawu oluphezulu ukuza kuthi ga ngoku lukunye neCrocs-isivumelwano sophawu esikhokelele kunxibelelwano oluphantse lube ngama-3,000 kunye ne-EMV exabisa phantse i-6,000 yeedola. Silindele ukubona ubukho bukaBoozer bukhula kulo lonke itumente, njengoko uDuke elelona qela liphezulu lembewu.
UFlau'jae Johnson Njengoko besesitshilo, uJohnson ngumdlali ophambili weYunivesithi yaseLouisiana State owakhe uphawu olomeleleyo lobuqu malunga nebhola yomnyazi yakhe kunye nemisebenzi yerap. Ngokwedatha yeNtengiso yeInfluencer, uJohnson unabalandeli abamalunga nezigidi ezi-5 kwi-Instagram, TikTok, YouTube, X, Facebook kunye ne-Snapchat. Izinga lokujonga kwakhe liphezulu kakhulu, lilodlula kakhulu ibhenchmark yabadali abafanayo. Iqonga lifumanise ukuba kunokwenzeka ukuba athethe ngezihloko ezifana nobomi bebhola yomnyazi, ukuzingca kwekholeji e-LSU, umculo wakhe kunye nee-mixtapes, kunye nokukhutshwa kwevidiyo yomculo kunye nokubonwayo. UJohnson usebenzisane neebrendi ezimalunga nama-40, kubandakanya i-PUMA, i-OREO kunye ne-Samsung, kwaye uhlala esebenzisa umculo wakhe kwizithuba ezixhasiweyo.
AJ Dybansta U-AJ Dybansta yinkwenkwezi entsha kwiYunivesithi yaseBrigham Young, sele ezenzele igama ngokubeka iirekhodi zamanqaku kwi-Big 12 Tournament. Sele esebenzisana neempawu eziphambili ezifana neFanatics, iNike kunye neRed Bull. NgokweNtengiso ye-Influencer, i-Dybansta inabalandeli abangaphezu kwe-1.2 yezigidi kwi-Instagram, i-TikTok kunye ne-X-enomlinganiselo ophezulu wokuzibandakanya we-7.2% kwi-X. Phantse isiqingatha sabalandeli bakhe bangama-24 okanye abancinci, kwaye i-82% ngamadoda. Kungenzeka ukuba athumele malunga nezihloko ezinje ngebhola yomnyazi, uluntu kunye nesisa, ukuhamba kunye nendlela yokuphila, ukholo lwakhe kunye namaxesha asemva kwe-scenes. UHana Hidalgo UHannah Hidalgo ungumlindi weYunivesithi yaseNotre Dame. Eyaziwa ngokuba ngumdlali onobukrakra, u-Hidalgo usandul 'ubizwa ngokuba yiNkomfa ye-Atlantic Coast yoKhuselo loMdlali woNyaka kunye noMdlali opheleleyo woNyaka-umdlali wokuqala kwimbali yenkomfa ukuze afezekise zombini kwixesha lokubuyela emva. U-Hidalgo uye wabambisana neempawu ezifana ne-Redbull kunye ne-CVS. Ngokutsho kweNtengiso ye-Influencer, u-Hidalgo unabalandeli abangaphezu kwe-150,000 kwiinethiwekhi zonke, enezinga eliphezulu lokubandakanyeka kwe-7.5% kwi-Instagram kunye ne-12.5% ephezulu kwi-TikTok. Uyakwazi ukuthumela malunga nomdaniso kunye neendlela zomculo, i-basketball yabasetyhini, imidlalo ye-Notre Dame, ii-podcasts kunye nodliwano-ndlebe, ukholo lwakhe, kunye nendlela yokuphila kunye nomxholo we-brand. Iqonga lethu liphinde lafumana iphulo lakhe lophawu oluphezulu ngothethathethwano kunye neGatorade, iphulo elinezinga lokubandakanyeka kwe-18.7% yeendibano ezingama-6,600. Yaxel Lendeborg I-Yaxel Lendeborg inamandla okuma phambili kwiYunivesithi yaseMichigan esandula ukubizwa ngokuba nguMdlali omkhulu we-10 woNyaka. Uvavanyo lwe-NIL lukaLendeborg lwe-2.3 yezigidi zeedola lumenza abe phakathi kwe-20 ephezulu yeembaleki zabafundi ze-NCAA ezivavanyiweyo. Ukongeza ekubeni sisithethi esiphambili seDyunivesithi yaseMichigan, iLendeborg iphinde yavela kwaye yawuphakamisa umdlalo weNBA 2K25. Umdlali weenkwenkwezi unabalandeli be-60,000 kwi-Instagram, enezinga elimangalisayo le-32% yokuzibandakanya, ngokutsho kweNtengiso ye-Influencer. Kunokwenzeka ukuba athumele malungaiindawo zokutyela zasekhaya kunye nezinye iimveliso zasekhaya, imidlalo ye-NBA2K kunye ne-Michigan Wolverines. Indlela i-brand yakho inokukhupha ngayo ukuphazamiseka kwimidiya yoluntu Ukuphambana kukaMatshi ayisiyo tumente yebhola yomnyazi kuphela-yinto yenkcubeko ebonisa amathuba amakhulu eempawu. Nokuba kungenxa yentsebenziswano yembaleki ephandwe kakuhle, amava e-IRL antywilayo okanye ukuvuselelwa okuphefumlelwe ngamaxesha eendaba ezentlalo, isitshixo sempumelelo sisekungeneni kwinkcubeko ye-intanethi kunye nokuhlangana nabaphulaphuli apho sele bekhona. Njengoko iibrendi ziqhubeka nokunyusa amanani ngonyaka ngamnye, ezo zamkela ukunyaniseka kunye nokutsha ziya kugqama kwisihlwele. Ngamaqhinga afanelekileyo kunye nentsebenziswano, ibhrendi yakho inokuguqula iMadness kaMatshi ibe ngumzuzu omnye wokuthengisa oqaqambileyo. Ngoku lixesha lokuba ungene kumdlalo. Ngaba ujonge imiyalelo eyongezelelekileyo yokufumana abona baphembeleli babalaseleyo babafundi? Funda isikhokelo sethu sokufumana abaphembeleli abafanelekileyo kwiphulo lakho. Isithuba sentengiso yeMadness kaMatshi: Iimveliso ze-elite zinokufumana amanqaku amakhulu zivele kuqala kwi-Sprout Social.
