Join Nissan in the March Madness® excitement on the ‘Road 2’ to the Final Four®

  • Nissan’s “Road 2” campaign returns for the excitement of the 2023 NCAA® Men’s and Women’s Basketball Championships, continuing through the Final Four
  • All-new, all-electric Nissan Ariya1 is the Official EV of March Madness®
  • Six new TV spots, featuring Ariya, Rogue, Altima and other Nissan vehicles, to air during the tournament
  • Fans who complete both CBS Men’s & Women’s Bracket Challenges may be entered for a chance to win a Nissan Ariya
  • First-of-its-kind TikTok Now activation builds engagement throughout March Madness®

Nissan returns as an official partner of the 2023 NCAA March Madness basketball tournaments with an evolution of its “Road 2” campaign. (Graphic: Business Wire)

NASHVILLE, Tenn.--()--Nissan returns as an official partner of the NCAA March Madness basketball tournaments with an evolution of its “Road 2” campaign. Featuring fun-packed TV spots, unique digital extensions plus an innovative TikTok campaign, “Road 2” brings even more excitement to the NCAA Championships.

“Road 2” connects the thrill of Nissan’s fresh A-to-Z vehicle lineup with the electrifying moments that basketball fans love as they follow 136 teams through March Madness and the Final Fours.

This year’s campaign features six new commercials, with a roster of 16 beloved team mascots, plus former collegiate basketball players Candace Parker and Kenny Smith, and current University of Southern California Head Coach Lindsay Gottlieb. The spots star some of the newest and most innovative Nissan vehicles, including the all-electric Ariya, the Official EV of March Madness®, and the thrilling Nissan Z1, plus Rogue, Altima, Frontier and Pathfinder. Learn more at

“The March Madness tournaments give Nissan unlimited ways to be creative and connect with our target audiences as they share their passion for this annual cultural moment,” said Allyson Witherspoon, vice president and chief marketing officer, Nissan U.S. “This year we’re thrilled to show our commitment to continuous innovation with a first-of-its-kind TikTok campaign.”

To elevate fan engagement, Nissan is partnering with TikTok to prompt fans to share their live tournament experience at key moments during March Madness. TikTok users will receive a “Now” notification to post a video of how and where they’re watching the game, sharing the excitement with their followers. Fans who post their TikTok Now moments to their Instagram account will be entered into a sweepstakes to win four tickets to the 2024 Men’s Final Four game in Phoenix. Nissan is the first brand to utilize TikTok Now alongside a larger campaign activation on the platform.

Nissan has created several other opportunities for basketball fans to participate with the tournament virtually. The fun extends onto social with Giphy stickers for fans to use on their social channels and an exciting video series with Bleacher Report challenging everyday fans to hoops contests.

Nissan also is once again offering an online bracket challenge in partnership with CBS Sports. Fans can go online to enter selections in the men’s bracket challenge and women’s bracket challenge2. One lucky winner of each bracket challenge will win four tickets to next year’s Final Four® game. Fans who complete both brackets will be entered into a drawing for a chance to win one all-new, all-electric Nissan Ariya crossover. New for this year's campaign Nissan, will be the co-presenting sponsor of ESPN's Women's Tournament Challenge bracket game, which provides fans the chance to compete in groups against friends.

For fans attending games in person, Nissan will have exciting activations at both tournament venues:

“Tourney Town” at the Women’s Final Four®, Dallas
The Tourney Town fan experience, as part of the Final Four® weekend fan events, includes basketball contests, panel series discussions, photo opportunities, murals from local artists, giveaways and basketball talent appearances.

Kay Bailey Hutchinson Convention Center
Thursday, March 30 from 3 p.m. to 8 p.m. CDT
Friday, March 31 from 9 a.m. to 5 p.m.
Saturday, April 1 from 9 a.m. to 5 p.m.
Sunday, April 2 from 9 a.m. to 2:30 p.m.

“Tip-Off Tailgate” at the Men’s Final Four®, Houston
Located right outside the stadium, this immersive fan experience includes musical acts, photo opportunities, giveaways, murals by local artists, basketball talent appearances and other activities celebrating the road to the Men’s Final Four®.

Blue Lot, NRG Stadium
Friday, March 31 from 10 a.m. to 3 p.m. CDT
Saturday, April 1 from 1:30 p.m. to 4:30 p.m.
Monday, April 3 from 4:30 p.m. to 7:30 p.m.

NCAA®, Final Four® and March Madness® are trademarks of the National Collegiate Athletic Association.

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  1. 2023 Nissan Z and ARIYA have limited availability.
  2. No purchase necessary. Must be 21+ legal resident of US and PR with a valid driver's license. See official rules.



Jeannie Whited
Senior Manager, Corporate Communications


Jeannie Whited
Senior Manager, Corporate Communications