Yahoo Sports· 1h ago· 1 min read
To help protect college athletes from vices like vodka and Red Bull, the NCAA has long banned advertising of such products during broadcasts of its championship events, including the NCAA basketball tournaments.
The NCAA once even nixed a proposal by 5-Hour Energy to sponsor the name of a bowl game, leading that bowl game to go out of business. But times have changed, starting July 1 , when the governing body for college sports opened the door for spirit and energy drink companies to advertise television commercials during NCAA championships.
The NCAA abandoned its previous principles for a reason — money. The NCAA confirmed to USA TODAY Sports it changed its advertising policy as part of its agreement with television companies to expand the NCAA men’s and women’s tournaments from 68 to 76 teams starting in March 2027 .
“The NCAA Division I Board of Directors changed these policies…
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