​Burger King announced Monday that the home of the Whopper has entered into a three-year deal with CBS Sports and Turner Broadcasting to become the NCAA‘s fast-food sponsor.

The deal gives the Burger King brand a prominent role in marketing for all 89 NCAA championships, including the lucrative Men’s Final Four basketball tournament.

“The goal is to embed the Burger King brand in the fan excitement surrounding NCAA March Madness championship and the other 89 NCAA championships,” said Eric Hirschhorn, CMO North America, Burger King Worldwide.

The new partnership extends to media, merchandising and on-site events. Burger King will also have use of all NCAA trademarks and logos. Starcom USA, Burger King’s media buying and planning agency, brokered the deal.

During March Madness, Burger King will launch a customized, national TV campaign on TNT, TBS, truTV and CBSm with digital campaigns on NCAA.com, Bleacher Report, CBSSports.com, and March Madness Live.

The first round of this season’s tournament kicks off on March 18, 2014.

Read More: NCAA.com

Brief Take: As one of the most participatory, and hotly debated sports tournaments in America, Burger King’s partnership with March Madness offers huge exposure for the restaurant chain as fast food outlets work to evolve to Millennials’ changing tastes.

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