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Sheraton Hotels & Resorts will get category exclusivity in a deal to sponsor NCAA championship basketball and other sporting events.
The hotel chain is launching a multimedia campaign to tip off its partnership with CBS Sports and the NCAA, according to Fox Business. The campaign includes TV, online and on-property efforts. And remember the wave? The 190-property chain will work to bring back the retro fan favorite starting March 11 by launching the “world’s largest online wave” at www.Sheraton.com/NCAA.
The dubious appeal of the wave notwithstanding, the deal may be Sheraton gold in that it provides category exclusivity in 23 sports including football and marketing rights to all 88 NCAA championship events. The Sheraton will also get in front of 360,000 student athletes across the nation.
A new TV spot entitled “Belong” starts during CBS’s coverage of NCAA basketball and will continue through April 8. Online real estate includes CBSsports.com and NCAA.com. Starwood Hotels & Resorts Worldwide, Inc., owner of the Sheraton brand, has approximately 900 properties in more than 100 countries and 155,000 employees at its owned and managed properties.
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