Jeep® returns as Presenting Sponsor for all BIG EAST Conference Championships, highlighted by the Men’s and Women’s Basketball Tournaments in March.
The BIG EAST Conference continues to strengthen its corporate partnership program, welcoming back 10 long-term partners while securing 5 new sponsors, including AlumniFi, True Value, Hyatt's Inclusive Collection, Andersen Windows, and Domino’s. AlumniFi also joins as the presenting sponsor of the BIG EAST Road Trip, a 13-stop mobile tour culminating at the 2026 BIG EAST Men’s and Women’s Basketball Tournaments. This expansion underscores the league’s commitment to enhancing fan engagement in school markets and growing its brand presence nationwide.
NEW YORK – The BIG EAST Conference welcomed new and returning partners for the 2026 BIG EAST Men’s and Women’s Basketball Tournaments, led by the Jeep® brand, 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, Gatorade, Samuel Adams, Hackensack Meridian Health, College Ave, Colgate, and Stout. In addition, AlumniFi, True Value, Hyatt Hotels, Andersen Windows, and Domino’s 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 6-8. The men’s tournament will be celebrating its 44th consecutive year at Madison Square Garden in this year’s event, to be held from March 11-14.
The Jeep brand 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, FS1 and the Fox Broadcast Network.
Invesco QQQ returns for its third season as the BIG EAST 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.
In its first year as a BIG EAST partner, AlumniFi activated at each stop of the BIG EAST Road Trip mobile tour, featuring The AlumniFi Ultimate Fan social series across school markets. The partnership culminates at the Men’s and Women’s Basketball Tournaments with on-court branding and in-venue activations, delivering high-energy fan engagement throughout championship season.
Keurig Dr Pepper is in its first year of a new 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 exclusive 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.
College Ave enters its second 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 Total tips off its second year as the Official Oral Health Partner of the BIG EAST Conference. Fans will see the brand front-and-center at the men’s tournament through prominent TV exposure of high-impact courtside signage and an interactive on-court challenge where larger-than-life props bring the winning 'prevention power' of Colgate Total to life.
Gatorade is in its first year of a new multi-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.
Samuel Adams returns as the Official Beer and Non-Alc Beer of the BIG EAST Conference, bringing Full Court Flavor to every game. From crisp American Light to our Non-Alcoholic Hazy IPA and bright and citrusy Cold Snap, there’s a Sam Adams ready for game time. Also returning 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 has 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 and Stout continues its long-time partnership as the Official Restaurant Partner of the BIG EAST.
The BIG EAST also introduces partners True Value, Hyatt Inclusive Collection, Andersen Windows, and Domino’s 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.
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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.