The Sheraton brand's NCAA partnership provides the global hotel brand with category exclusivity in 23 sports, including basketball and football, and marketing rights to all 88 NCAA Championship events and integrated media, including the NCAA Division I Men's Basketball Championship. The partnership provides opportunities for Sheraton to reach approximately 1,200 member schools and 360,000 student-athletes across 50 states and is one component of a larger effort to dramatically differentiate the guest experience at the Sheraton hotels, currently rolling out nationwide.

Sheraton is supporting the partnership with a multi-faceted marketing campaign that includes television, online, on-property activation and promotional elements.

"Sheraton is proud to be joining an exclusive list of NCAA partners and feels our brand values of community and belonging perfectly align with NCAA sports," said Brian Povinelli, Vice President of Global Marketing for Sheraton.

"We plan to utilize our designation as the Official Hotel Partner of the NCAA and our media relationship with CBS Sports to position Sheraton Hotels and Resorts as the home of the away game for all NCAA sports fans. Travel and sports go hand in hand and we will create experiences and opportunities for our guests that cater to fans and can't be duplicated by our competitors."

"CBS Sports is pleased to add Sheraton Hotels and Resorts to our impressive roster of NCAA Corporate Marketing partners. As Starwood's most global brand, Sheraton will provide CBS Sports and the NCAA with unparalleled activation and branding opportunities for all of NCAA championships," said Chris Simko Senior Vice President, CBS Sports Sales and Marketing and Director CBS Sports Properties Group. "In connecting college sports fans around the world, whether at home or on the road, making them feel like they truly "belong", Sheraton will immediately become an important member of the NCAA's student-athlete and fan community."

"We're extremely pleased that the Sheraton has joined the NCAA Corporate Partner family as the merger represents a union of two extremely visible and respected national brands," said Greg Shaheen, NCAA senior vice president of basketball and business strategies. "Our focus continues to rest on high standards in academics and athletics, which is similar in nature to the top quality business principles and values that the Sheraton has demonstrated over the years."