The NCAA “changed its advertising policy” regarding spirit and energy drink ads during NCAA championship, effective July 1, as “part of its agreement with television companies to expand the NCAA men’s and women’s tournaments” to 76 teams starting in March 2027, according to Brent Schrotenboer of USA TODAY. The NCAA previously banned advertising during championship events for alcohol products that exceeded 6% alcohol by volume (ABV), which “included many beer products but excluded liquor and many wines.” They also restricted beer ads to “be no longer than 60 seconds per hour of NCAA championship programming.” Now there is “no ABV limit” and the alcohol commercial limit “has expanded to up to 120 seconds per hour, effective July 1.” The NCAA is getting an extra $300M from television companies over the next six years after agreeing to expand the basketball tournaments. To pay for a bigger March Madness, a television company needs to “sell more commercials for it — a job that becomes much easier and more lucrative if energy drinks and liquor products are allowed to be included.” The NCAA said that it allowed energy drink ads on a trial basis for the 2026 men’s and women’s basketball tournaments before the ban was permanently lifted July 1. The lifting of the ban “applies only to television advertising during NCAA championship events” such as the basketball tournaments, the Frozen Four in hockey and the College World Series in baseball and softball (USA TODAY, 7/29).
