Infiniti, already a sponsor of Big Ten and SEC college basketball for this season, is now the exclusive auto sponsor of both conferences. The carmaker is also working with ESPN and CBS in a multimedia
campaign to promote the sport. Through March 7, Infiniti's Pre-Game Showcase on ESPN, a custom video preview of that evening's marquee matchup, will tip off the weekly prime-time game. Infiniti's
extension into the NCAA tournament is via its CBS partnership. The network broadcasts exclusive coverage of the NCAA tournament. CBS will let Infiniti run ads in the NCAA Tournament in the carmaker's
top 15 markets and in Indianapolis, the Big Ten Tournament location.