This year’s NCAA Men’s Division I Basketball Tournament culminated at the Alamodome in San Antonio on Monday night. (The Florida Gators won the championship, beating the Houston Cougars 65-63.)
But the championship game was only a part of the b-ball madness.
In the lead-up to the final matchup, the San Antonio area hosted a range of events, parties, and festivities, including the Men’s Final Four Fan Fest presented by Capital One, which took place at the Henry B. González Convention Center April 4-7.
The sports wonderland was filled with interactive games, celebrity and athlete appearances, autograph signings, and brand activations from big-name companies like Coca-Cola, AT&T, and The Home Depot.
Other events throughout the weekend included the Tip-Off Tailgate, presented by Nissan, which was open April 4-7 at Civic Park. It featured watch parties for both the men’s and women’s Final Four games, plus giveaways, basketball-themed activities, and a selection of food and drinks.
The NCAA March Madness Music Festival, presented by AT&T, Coca-Cola, and Capital One, was held at Tower Park at Hemisfair April 4-6. The free festival included three separate sponsored nights of performances: the AT&T Block Party with Pitbull, Coca-Cola LIVE! with Jelly Roll, and the Capital One JamFest with Chris Stapleton.
The festival is an activation extension of the NCAA’s Corporate Champions and Partners marketing program, which TNT Sports and CBS Sports license and collaborate on as part of an agreement with the NCAA through 2032.
Once again, GoVision’s large-scale video displays were on site at the tournament, including the center-hung hexagon screen suspended over the Alamodome court in San Antonio. The eight-sided video screen comprises nearly 1,000 LED panels and weighs more than 42,200 pounds.
Men’s Final Four Fan Fest Presented by Capital One
The Capital One activation at Fan Fest allowed attendees to visit the site of the first-ever basketball game and test their shooting skills at the Battle of the Blimps game.
They could also grab a scoop of Cookies N’ Kareem or Tourna-Mint Chocolate Chip at the Ice Kareem Shoppe—all nods to the Capital One commercials that aired throughout the tournament.
Capital One Cardholder Lounge at the March Madness Music Festival
Cardholders received entry to the music fest through the priority access line, as well as access to the Cardholder Lounge. Customers were also able to experience the weekend like a VIP with packages that included tickets to the Final Four and National Championship, hotel accommodations, and VIP front-of-stage access to Capital One JamFest.
AT&T Fan Zone at Final Four Fan Fest
At the AT&T activation, attendees could compete in the Tournament of Dreams, an AI-powered basketball game, to win branded prizes.
Attendees were also able to design their dream basketball court using AI technology.
AT&T donated $10 for every basket made at the Fan Fest (up to $100,000) to the South Texas Business Partnership and Compudopt, which provides access to computers.
Fans were also able to meet NCAA coaches and former players, as well as snap photos with the AT&T blue basketball wall and a mini Melo statue from the company’s advertising spot.
AT&T Block Party at March Madness Music Festival
On April 4, Pitbull headlined the AT&T Block Party, along with Doechii (pictured) and Ravyn Lenae. AT&T customers were able to use expedited entry.
Marriott Bonvoy
As the Official Hotel Partner of the NCAA and March Madness, Marriott Bonvoy hosted a variety of fun basketball-themed activities that were open to Marriott Bonvoy members, including a sneaker cleaning and customization experience presented by Moxy Hotels.
At the activation, Marriott Bonvoy members had the opportunity to freshen up their kicks with stylish laces and charms. Additionally, four Marriott Bonvoy Moments packages were available for members to bid on. They included access to a back-of-house tour of the Alamodome, Final Four weekend VIP events, lower-bowl tickets to the semifinal and championship with in-stadium VIP hospitality, and a four-night stay at San Antonio Marriott Rivercenter on the River Walk. At the activation, Marriott Bonvoy members had the opportunity to freshen up their kicks with stylish laces and charms.
Additionally, four Marriott Bonvoy Moments packages were available for members to bid on. They included access to a back-of-house tour of the Alamodome, Final Four weekend VIP events, lower-bowl tickets to the semifinal and championship with in-stadium VIP hospitality, and a four-night stay at San Antonio Marriott Rivercenter on the River Walk.
Shaq-A-licious Slurpee Truck
As part of the live podcast recording, fans enjoyed food trucks, interactive experiences, and the Shaq-A-Licious Slurpee truck, which served up Shaq-A-Licious XL Sour Pineapple Slurpees. Inspired by the fan-favorite gummy, it’s available for a limited time at 7-Eleven. FYI: Shaq-A-Licious XL Gummies were named the Official Gummy of March Madness.
Shaq’s High School Visit
On April 4, Shaq took a trip down memory lane with a visit to his alma mater, Cole High School, and the military base where he grew up. He delivered a speech to the graduating class, revisited his 1989 championship trophy, challenged the school’s coach to a shooting competition, and spent some time with the active military members at the base.
The Home Depot
The Home Depot activation at Fan Fest featured the Shaq-A-Mole game. While trying to smack Shaq, attendees also learned how to protect their lawns and gardens and walked away with Shaq-A-licious XL Gummies.
Fans had 30 seconds to take as many shots as possible from various points on this branded court, each worth different point values—including a three-point shot from The Home Depot logo with an oversized Scotts seed spreader rebounder.
Fans played for ‘Phil the Bucket’ hats, arm sleeves, and Home Depot gift cards.
Fans had 30 seconds to take as many shots as possible from various points on this branded court, each worth different point values—including a three-point shot from The Home Depot logo with an oversized Scotts seed spreader rebounder. Fans played for “Phil the Bucket” hats, arm sleeves, and Home Depot gift cards.
The retailer returned to Fan Fest with its ‘How to Seed a Bracket’ activation. This year, it increased in size by 20% and the Sweet 16 brackets were added. The living bracket was updated in real time as the final two teams were determined.
Reese’s Operation Homefront Event
On April 3, Reese’s College All-Stars, along with members of the Reese’s team and Walmart partners, hosted an event to benefit Operation Homefront, which helps military families in need. At the Walmart store on Military Drive in San Antonio, each family teamed up with a personal shopper—a Reese’s All-Star Game Player—for a shopping spree. Families went home with plenty of Reese’s Peanut Butter Cups and Shaq-A-Licious XL Gummies as well. The event culminated with a $10,000 donation to Operation Homefront from Reese’s and Walmart.
Reese’s College All-Star Game
On April 4, the Reese’s College All-Star Game showcased top Division I senior basketball student-athletes from across the nation. It was part of Reese’s Final Four Friday, a free, public event filled with product sampling, giveaways, and the opportunity to watch Final Four teams practice.
Wendy’s
At the Tip-Off Tailgate, fans received Dave’s Single hamburgers, fries, and new Frosty Swirls from Wendy’s. Fans could also visit the swag room to grab some limited-edition branded gear.
A giant ice sculpture in the shape of a hamburger was a playful nod to the fast-food chain’s motto: ‘Fresh Never Frozen.’
Great Clips
At Fan Fest, Great Clips stylists from San Antonio and surrounding markets were on site giving free haircuts to fans. The activation space also featured a basketball court, photo opportunities, and giveaways.
Nissan 4-Point Shootout
Fans had the chance to climb the leaderboard in a four-point shooting competition, plus they walked away with “4 the Win” swag.
Nissan 4v4 Showdown
Four teams competed in the first-ever Creator League 4v4 Showdown presented by Nissan on the branded half courts.
Invesco QQQ Innovation Arena
Invesco QQQ, the official ETF of the NCAA, brought back its Invesco QQQ Innovation Arena at the Tip-Off Tailgate. In collaboration with agency partner 160over90, the immersive experience allowed fans to feel what it’s like to play in a March Madness game.
Final Four Talks
On April 6, as part of the NCAA’s 2025 Men’s Final Four Talks programming, Invesco QQQ hosted a conversation about financial experiences, lessons learned, and words of wisdom for student-athletes from NCAA host universities and schools in the surrounding San Antonio area. Moderated by sports broadcaster and journalist Taylor Rooks, the panel (which included Napheesa Collier, Jay Williams, and Ryan McCormack) shared their personal experiences and perspectives from their financial journeys to inspire the next generation.
