March Madness isn’t just about buzzer-beaters and Cinderella stories—it’s about deep, unwavering loyalty. Year after year, fans show up for their teams, decked out in school colors to relive past glories as if they happened yesterday, myself included (Go Terps!).
But why? Why do we stay connected to a team long after we’ve left campus or to teams from schools we’ve never even been to? The answer is simple: storytelling.
How Storytelling Turns Audiences into Fans
Sports teams aren’t just organizations that compete for championships, they are brands that forge connections through compelling narratives.
We remember the underdog stories—like UMBC’s historic 16-over-1 upset against Virginia in 2018—and the comeback victories, like Villanova’s buzzer-beater to defeat North Carolina in the 2016 title game.
These stories make us feel like we’re part of something bigger, something worth rooting for long after graduation.
Businesses and organizations with no connection to sports can tap into this same power. Stories create connection, and connection builds loyalty. Whether it’s a startup sharing its origin story, a nonprofit showcasing its impact, or a major company championing values that resonate with its audience, storytelling transforms audiences into devoted advocates.
What Brands Can Learn from March Madness
Create an Emotional Connection
Fans don’t just love a team because of its record; they love the memories and traditions tied to it. Brands should craft narratives that spark an emotional response, whether through shared values, nostalgia, or purpose-driven messaging.
Highlight Your Star Players
Every team has legendary players and defining moments. Similarly, brands should spotlight key figures—founders, employees, volunteers or advocates—who embody their mission and make the brand feel more human.
Keep the Story Going
March Madness brings fresh drama and new stars every year, keeping fans invested. Likewise, brands should continuously evolve their story, adapting to trends while staying true to their core identity.
The Final Buzzer
If businesses and organizations embrace storytelling the same way sports does, they can build lasting relationships that go far beyond a one-time support.
Our team has a deep bench of experts who specialize in crafting compelling stories—through written and video content—that create lasting connections. Let’s work together to develop a storytelling game plan that keeps your organization winning, long after the final buzzer. Shoot us a note at resteasy@devinepartners.com to get the ball rolling.
Devine + Partners is a Philadelphia public relations agency . We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
