AT&T Launches New Campaign for NCAA March Madness

Telecom giant powers fan connections during college basketball's biggest moments.

Mar. 16, 2026 at 7:00pm

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As millions of fans tune in for NCAA March Madness, AT&T is launching a new national campaign to bring fans together during college basketball's biggest moments. The campaign highlights how AT&T's reliable connectivity fuels the experiences fans care about most, from watching a game-winning shot live to sharing it with friends and family.

Why it matters

March Madness is one of the most watched and engaging sporting events, with fans streaming, texting, and posting in real-time as the action unfolds. As a long-time sponsor of the NCAA tournament, AT&T is leveraging this opportunity to showcase how its network and services can enhance the fan experience and power meaningful connections.

The details

AT&T's new campaign introduces a purpose-driven spokesperson named Ted who represents the belief that people should connect better, not just more. The campaign will include immersive fan experiences, marquee events like the AT&T Block Party and Super Saturday Concert, and features of AT&T services like Turbo Live to enhance video calling and live streaming for fans onsite at the Final Four.

  • The new AT&T campaign launches in March 2026 to coincide with NCAA March Madness.
  • AT&T has sponsored the NCAA March Madness and Men's and Women's Final Four for more than 20 years.

The players

Kellyn Smith Kenny

Chief Marketing & Growth Officer at AT&T.

Ted

AT&T's purpose-driven spokesperson who represents the belief that people should connect better, not just more.

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What they’re saying

“March Madness brings fans together in real time – streaming the game, sharing highlights, and celebrating every buzzer-beater with the people who matter most. At AT&T we're focused on making sure those connections never miss a moment. With the AT&T Guarantee, fans can rely on our network to show up when it counts.”

— Kellyn Smith Kenny, Chief Marketing & Growth Officer, AT&T (PR Newswire)

What’s next

AT&T will continue its sponsorship of the NCAA March Madness tournament, including the Men's and Women's Final Four, in the coming years.

The takeaway

AT&T is leveraging its long-standing sponsorship of NCAA March Madness to showcase how its reliable network and services can enhance the fan experience and power meaningful connections during the biggest moments of college basketball's premier event.