League welcomes back eight long-term partners and adds as new sponsors The Durst Organization, Mohegan Sun, Hackensack Meridian Health and BBQ Guys.
 
NEW YORK – The BIG EAST Conference welcomed new and returning partners for the 2021 BIG EAST Men’s and Women’s Basketball Tournaments, led by the JEEP_® Brand, who returned as the presenting sponsor for all 22 BIG EAST Championships.
 
The men’s tournament will be celebrating its 39th consecutive year at Madison Square Garden in this year’s event, to be held from March 10-13. The women’s tournament will be played March 5-8, making its debut at Mohegan Sun Arena in Uncasville, Conn.
 
The complete BIG EAST sponsor roster includes returning sponsors JEEP, SoFi, Geico, Gatorade, Continental Tire, Samuel Adams, Truly and Rothman Orthopaedics and new partners The Durst Organization, Mohegan Sun, Hackensack Meridian Health and BBQ Guys.
 
JEEP continued its broad partnership with the BIG EAST, maintaining category exclusivity as the presenting sponsor with national use of BIG EAST marks across all marketing channels, as well as on-site marketing activation opportunities at each conference championship. As presenting sponsor, JEEP was featured in the league’s multi-platform campaign including national and local television, social and digital media and out-of-home advertising. This season, JEEP will have two new vehicles on display behind the baskets through the entirety of the BIG EAST Men’s Basketball Tournament, which will air on FS1 and the Fox Broadcast Network.   
 
“The BIG EAST Tournaments will be a culmination – and celebration – of the season-long perseverance of our student-athletes, coaches and staff, and we are deeply grateful for the support of our partners, who have stayed the course with us as we’ve endeavored to meet the extraordinary operating challenges of the past year,” said BIG EAST Commissioner Val Ackerman.
 
SoFi renewed its partnership as a premier partner and the presenting sponsor of the league’s digital network, BEDN. SoFi, the official financial partner of the BIG EAST, will receive new on-court logos near center court of both the men’s and women’s tournaments. SoFi receives prominent recognition leading up to and including the tournaments, out-of-home advertising and television spots during BEDN live streamed broadcasts.
 
GEICO, one of the longest-running BIG EAST partners, signed a new three-year partnership as the league’s exclusive auto insurance partner. GEICO will have on court signage in front of both team benches on the apron at both Madison Square Garden and Mohegan Sun Arena.
 
Gatorade renewed as the Official Sports Nutrition partner of the BIG EAST Conference. Gatorade will have several coolers for teams and officials set next to the team benches.  Additionally, longtime partner Continental Tire is in the middle of a multi-year partnership.
 
Samuel Adams renewed as the official beer of the BIG EAST Conference. Additionally, Truly renewed as the Official Hard Seltzer of the conference. Both partnerships are highlighted by the brands’ usage of league marks and logos on their point-of-sale retail displays.
 
Signing on for the third year was Rothman Orthopaedics. As the Official Orthopaedic Physicians of the BIG EAST Conference, Rothman also sponsored the 2020 Student-Athlete Well-Being Forum Reception at Providence College.
 
New sponsors in 2021 include The Durst Organization, whose commercial real estate property at 655 Third Avenue in New York City houses the BIG EAST Conference offices; Mohegan Sun, whose Mohegan Sun Arena will be the home of the women’s basketball tournament for the next three years; Hackensack Meridian Health, the Official Health Care Partner of the BIG EAST; and BBQGuys.
 
The BIG EAST and its partners continue to forge long-term agreements providing for category exclusivity and deeper engagement with the BIG EAST brand.