Buffalo Wild Wings has made an agreement with the NCAA naming it as the "Official Hangout of March Madness." The partnership includes includes marketing, media and activation rights related to all 89 NCAA championships through 2016, according to a company press release.

The announcement comes on the heels of the Buffalo Wild Wings Bowl, the company’s first major sports sponsorship, which was held Dec. 29 in Tempe, Ariz. The NCAA relationship is another key affiliation for Buffalo Wild Wings as it continues to integrate with sports that are popular with its core customer base, said Kathy Benning, Buffalo Wild Wings executive vice president of global brand and business development.

"Sports are part of Buffalo Wild Wings’ DNA," she said. "As we continually strive to enhance the game-day experience for sports fans in our restaurants, we are looking for ways to align with top sports properties and deepen our engagement with our guests. Buffalo Wild Wings and the NCAA share a deep heritage in college athletics, and this is an authentic way for us to connect with college sports fans in markets across the country."

The sponsorship, sold through CBS Sports and Turner Sports, includes media rights that will increase Buffalo Wild Wings game-day broadcast presence over the next four years. The marketing rights provide opportunities to create consumer promotions and interact with fans at key NCAA events such as NCAA March Madness, including the NCAA Men’s Final Four and National Championship, historically top drivers to Buffalo Wild Wings restaurants.

Specific program details will be announced as they roll out to Buffalo Wild Wings guests.

"College sports fans are some of the most passionate fans out there," Benning said. "The NCAA partnership will open new doors for us to fuel that passion and introduce new fans to the Buffalo Wild Wings experience."

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