NCAA March Madness Superfan Experience

Every spring, die-hard basketball fans from around the U.S. flock to the Final Four, which took place in Phoenix, AZ last weekend. Beyond the games, there were also prime branded activations created by our Turner Live Events team that elevated the Final Four fan experience to a weekend-long affair.

This year’s festivities included Tip-Off Tailgate presented by Infiniti, Final Four Fan Fest presented by Capital One and the March Madness Music Festival, three days of free music from 12 different performers, including headliners Keith Urban, The Chainsmokers and Aerosmith.

“With three days of free concerts, A-list artists and well over 100,000 attendees it (March Madness Music Festival) definitely adds another layer of excitement,” said Shea Guinn, SVP Turner Live Events and event tarketing & production for Turner. “The concert allows fans from all over the country the opportunity to be part of March Madness even if they may not have tickets to the games.” Shea has been leading the group since its inception in 2011.

It’s not until you actually attend something like this weekend and talk to the team on the ground that you realize the amount of effort that goes into producing three huge fan experiences in one weekend. The Turner Live Events Team spends years planning these events: coordinating with sponsors, securing permits, hiring vendors, producing custom physical structures, setting up the staging, sound and lights, signing talent (the list goes on and on) to execute each event.

For the past six years, all operations for these weekend events have been managed and executed by Turner Live Events, which is part of Turner Studios in Atlanta, GA. Creating ultimate experiences to maximize fan engagement with premier events like these is what the Turner Live Events team does best. In addition to the Final Four, the Turner Live Events team also produces branded on-site activations for CES, NBA All-Star Weekend, NBA on TNT Road Show, NBA Opening Night, SXSW and other NCAA Championships throughout the year, including Frozen Four, College World Series and Men’s Lacrosse.