AT&T Effort Connects Former March Madness, Current/Past NBA, WNBA Starsd
Thursday, March 19, 2026 at 06:10PM By Barry Janoff
March 19, 2026: NCAA Corporate Partner AT&T has again compiled a roster of current and former NBA and WNBA stars to appear in its multi-media campaign for the 2026 Men’s and Women’s Div. I March Madness and Final Fours, but the leader is actor Arturo Castro.
Castro (Broad City, Narcos), who appeared in supportive roles in previous AT&T March Madness ads, takes the forefront as Ted, who interacts with the athletes as “ a purpose-driven spokesperson who represents the belief that people should not just connect more, they should connect better.”
This season’s roster includes Jalen Brunson, Karl-Anthony Towns, John Starks, Patrick Ewing, Jose Alvarado, Blake Griffin and Candace Parker, some of whom are also veterans of AT&T March Madness campaigns and all of whom have played in previous Men’s and Women’s March Madness tournaments.
“March Madness brings fans together in real time — streaming the game, sharing highlights, and celebrating every buzzer-beater with the people who matter most,” Kellyn Smith Kenny, AT&T chief marketing and growth officer, said via the company, a sponsor of NCAA March Madness and the Men’s and Women’s Final Four for more than 20 years.
“At AT&T we’re focused on making sure those connections never miss a moment. With the AT&T Guarantee, fans can rely on our network to show up when it counts.”
AT&T will air the spots across TV — including March Madness broadcast partners CBS, TNT, TBS, truTV for the Men’s Tournament; ESPN, ESPN2, ABC for the Women’s Tournament — in 15-, 30- and 60-second versions, as well as digital and social media; with OOH and on-site presence at the Men’s Final Four and Women’s Final Four.
According to AT&T, “Today, people are more connected than ever. But what many are really looking for isn’t more connectivity — it’s more meaningful connections.
“Building on (our) iconic Connecting Changes Everything platform, AT&T’s latest campaign highlights how reliable connectivity fuels the experiences fans care about most – from watching a game-winning shot live to sharing it with friends and family."
Beyond the commercials, AT&T again will have a major presence during both Tournaments and at the Final Four locations.
AT&T is sponsoring the Men’s and Women’s Bracket Managers on CBS Sports, which began with Selection Sunday and runs through the championships.
March Madness Live is presented by NCAA Corporate Partners AT&T, Capital One and Coca-Cola.
The Men’s March Madness Music Festival is presented by AT&T, Capital One and Coca-Cola.
During Final Four weekend, AT&T will enhance the overall fan experience, including the AT&T Block Party and Super Saturday Concert presented by AT&T.
People onsite at the Men’s Final Four will have access to Turbo Live by AT&T, “which enhances video calling, live streaming and sharing the can’t-miss moments. Whether fans are cheering in the stands or watching at home, no one brings them closer to the action than AT&T.,” according to the company.
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