Snapchat‘s March Madness coverage strategy has driven improvements in brand perception among NCAA basketball fans, according to recent data from The Harris Poll. Following the tournament, the platform recorded double-digit growth in brand familiarity (+12.9) and momentum (+10.4).

The messaging app implemented a comprehensive approach to engaging dedicated and casual basketball fans throughout the month-long tournament, creating what company executives describe as a “360 experience” beyond game highlights.

Image source: The Harris Poll

“Snapchat set a goal to engage beyond the typical fan and capitalize on more casual fans and younger generations throughout March Madness,” Anmol Malhotra, Snapchat’s Head of Sports Partnerships, said in a statement.

Tournament Attracts Diverse Viewership

The 2025 NCAA tournaments have drawn interest across demographic groups. The Harris Poll research indicates that 54% of U.S. adults planned to follow either the men’s or women’s tournaments this year, with particularly strong engagement among younger demographics.

“More than two-thirds of adults aged 18-34 (68%) plan to follow at least one tournament, while 64% of people of color expressed the same intent, compared to 48% of White U.S. adults,” according to Harris Poll data.

The research also reveals that 18% of viewers intended to follow both men’s and women’s tournaments, indicating broader interest across both competitions.

Interactive Content Drives Brand Perception Gains

Snapchat’s tournament coverage included pre-game, post-game, fan, and locker room content, complemented by interactive elements like filters and lenses that allowed users to react to tournament updates.

Post-tournament measurements show NCAA basketball fans more frequently described the app as “confident” (+8.0) and “simple” (+7.1) compared to pre-tournament perceptions.

The platform gave prominence to player-generated content through Snap Star accounts, allowing fans to learn more about players’ personal tournament experiences.

Brand Partnerships

Partnerships with Taco Bell, Uber, Buffalo Wild Wings, Powerade, Warner Bros. Discovery, and Turner enhanced Snapchat’s tournament offerings.

The approach aligns with broader shifts in sports viewership, as nearly 50% of Americans believe watching and playing sports helps them connect with people from different backgrounds, according to Harris Poll data.