Big Ten hits from downtown with SoFi basketball deal

Finance company will sponsor men’s tournament in New York.

Big Ten hits from downtown with SoFi basketball deal

US college sports powerhouse the Big Ten has announced a multi-year agreement naming SoFi as the presenting sponsor of its men's basketball tournament.

The finance company will not only be the on-site tournament sponsor at New York’s Madison Square Garden later this month, but will also present the on-air coverage of all ten 2018 Big Ten Men's Basketball Tournament games televised on the Big Ten Network (BTN).

"This type of partnership delivers multiple points of access and puts SoFi in a position to connect with both Big Ten fans and alumni through a comprehensive approach," said Jim Reeder, vice president of sales at Big Ten Network.

"In addition to utilising BTN's linear and digital platforms, SoFi will now be on-site at a championship event with the added ability to promote their brand on campus. In the current media environment, that type of scalable solution can make all of the difference."

SoFi will also sponsor future Big Ten tournaments, currently scheduled to rotate between Chicago and Indianapolis. As the presenting sponsor, SoFi will have expansive courtside signage and logo placement throughout the venue in addition to concourse activation. Additionally, SoFi will be incorporated into portions of BTN's basketball tournament advertising throughout New York.

In addition to being the tournament sponsor, SoFi also became official corporate partner of the Big Ten Conference last year alongside other top brands such as Gatorade, Shell, State Farm and T-Mobile.