In a move that reaffirms its commitment to college sports, AT&T has extended its partnership with the NCAA through the 2024-25 academic year.

As a corporate champion of the NCAA since 2001, AT&T has been deeply involved in NCAA events and initiatives.

The company’s latest efforts will focus on helping fans understand how its technology can enhance their enjoyment of the games.

Fans attending NCAA events will have the opportunity to participate in pre-game concerts sponsored by AT&T, while viewers at home will be able to enjoy unique camera angles made possible by the company’s 5G technology.

AT&T chief marketing and growth officer, Kellyn Kenny, said: “We love the audience size.”

“It does a really nice job of attracting an audience that is fairly diverse — it’s young, it’s GenZ, and has a bunch of business decision makers.

“We want to make sure we are showing up in ways that fans will enjoy, but also in ways that showcase the technology.

“We don’t want to just put our logo on something.

“We want to make sure that we move way beyond the logo into the experience,” Kenny said.

Additionally, AT&T will serve as a presenting sponsor of all Championship apps and support several diversity, equity, and inclusion initiatives.