April 6th, 2014
Points for Product Placement: N.C.A.A. Cashes In, but Not the Players
By STEVE EDER
The New York Times
The new champions of menís college basketball, whoever they may be, will cut down a net here Monday night. And when they do, they will climb to the basket on a blue-and-yellow Werner ladder, and they will clip the cords with a pair of orange Fiskars scissors. They will also probably wear Nike hats and T-shirts, and they might sip from Powerade cups as they cheer on their teammates.
In a tournament that has been packed with upsets and surprises, one of the few mainstays has been the prominence of the logos of corporate sponsors alongside the N.C.A.A.ís. In total, some 19 major partners and corporate supporters are listed in the official fan guide of the Final Four.