The news: Modelo is increasing its college basketball ad spend by 48% YoY to capitalize on championship season, per Marketing Dive.

• The 2025 “Mark of a Fighter” campaign, launched on March 5, will appear across digital, social, connected TV, audio, radio, and out-of-home.
• The campaign will have placements in all March games on TBS, CBS, TNT, and TruTV, and the April 7 championship, totaling 67 games.