NEW YORK – The BIG EAST Conference welcomed new and returning partners for the 2025 BIG EAST Men’s and Women’s Basketball Tournaments, led by JEEP
®, which returns as the presenting sponsor for all 22 BIG EAST Championships.
The complete BIG EAST sponsor roster includes 10 returning sponsors JEEP, Invesco QQQ, Keurig Dr Pepper, Continental Tire, Gatorade, Samuel Adams, Hackensack Meridian Health, General Dynamics Electric Boat, Tropical Smoothie Café and Stout. In addition, Acorns, Colgate, College Ave, Sun Cruiser, Visit Myrtle Beach, Proximo, Hankook Tire and Klarna are all entering their first year sponsoring the league.
The women’s tournament will be played at Mohegan Sun Arena in Uncasville, Conn., for its fifth year from March 7-10. The men’s tournament will be celebrating its 43rd consecutive year at Madison Square Garden in this year’s event, to be held from March 12-15.
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. The BIG EAST Men’s Basketball Tournament will air on Peacock, S1 and the Fox Broadcast Network.
Invesco QQQ returns for its second season as the BIG EAST as the title sponsor of the men’s and women’s Coach of the Year Award, as well as presenting sponsor of the BIG EAST Digital Network and premier partner of BIG EAST women’s sports, including National Girls & Women in Sports Day.
Schweppes is in its third year as part of a multiyear ‘premier partnership’ to remain the Official Soft Drink of the conference. Their sponsorship will not only include prominent branding on both basket pole pads, but also first-ever signage on the scorer’s table pads. Schweppes will also have ‘in-arena’ activation with fan promotions that will include T-shirt tosses during every game. Schweppes will be joined by
Crush in partnership during the tournaments.
The financial wellness app
Acorns is showing the power of spare change with their “Guess The Change Challenge” at both basketball tournaments. Acorns, who has helped its customers invest over $5.75 billion in spare change alone, will be displaying a seven-foot-tall glass acorns filled with coins at each tournament venue. The fans with the closest guess at the dollar amount inside wins it all — just more proof that spare change really can change your financial future.
College Ave enters its first year as the Official Student Loan partner of the BIG EAST Conference. They will receive significant exposure on and off the court and across digital channels throughout the men's basketball tournament.
Colgate joins as the Official Oral Health Partner of the BIG EAST Conference, Colgate Total will receive prominent TV exposure at the men’s tournament through visible courtside and in-arena signage, plus an on-court promotional challenge highlighting the Colgate Total Active Prevention System through larger-than-life toothpaste, toothbrush and mouthwash products.
Gatorade is in its fourth year of a four-year contract to remain 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 remains the Official Tire partner of the BIG EAST Tournaments.
Samuel Adams returns as the Official Beer of the BIG EAST Conference with the NEW Sam Adams American Light- crisp, smooth, and brewed with 100% American ingredients. Also new to this year is
Sun Cruiser Vodka Iced Tea, as an official partner of the conference. Sun Cruiser is made with real brewed tea and real vodka, Sun Cruiser is refreshingly smooth and easy to drink. Both partnerships are highlighted by the brands’ usage of league marks and logos on their point-of-sale retail displays and at on-premise activations throughout the nation in BIG EAST markets.
Hackensack Meridian Health expanded its partnership and will now have exclusive TV-visible signage on both baselines during the tournament and will once again serve as the Official Health Care Partner of the BIG EAST.
General Dynamics Electric Boat enters its third year as a partner of the BIG EAST Conference. In addition to receiving TV-visible signage, GDEB will activate an ‘on-court’ promotion and receive prominent exposure on the concourse at Madison Square Garden.
Stout continues its long-time partnership as the Official Restaurant Partner of the BIG EAST. Tropical Smoothie also returns for its second season.
The BIG EAST also introduces
Visit Myrtle Beach, Proximo, Klarna and Hankook as new sponsorship partners this year, most of which will receive TV-visible signage at the men’s tournament.
The BIG EAST and its partners continue to forge long-term agreements providing for category exclusivity and deeper engagement with the BIG EAST brand.
###
The BIG EAST:
The BIG EAST Conference is an association of 11 nationally prominent colleges and universities that foster healthy athletic competition, community service and the pursuit of excellence in academic environments. The BIG EAST-sponsored athletic programs of our institutions provide national-caliber participation opportunities for more than 3,800 student-athletes on over 200 men’s and women’s teams in 22 sports. Established in 1979 and headquartered in New York City, the BIG EAST’s members are located in eight of the country’s top 36 largest media markets and include Butler University, University of Connecticut, Creighton University, DePaul University, Georgetown University, Marquette University, Providence College, St. John’s University, Seton Hall University, Villanova University and Xavier University. For more information, visit
www.bigeast.com.