Highlighting sports' appeal to mobile phone users, 4Info will let college basketball fans sign up for free final score alerts to be delivered at the end of every game of the NCAA Division I Men's Basketball Championship Tournament.

Companies partner with 4Info to connect with mobile audiences and deliver free ad-supported SMS content. 4Info's SMS ad serving technology and targeted advertising programs are designed to give advertisers the ability to reach consumers in a new medium with measurable results.

"Our strategy is to provide compelling and relevant content to the user," said Zaw Thet, cofounder and CEO of 4Info, San Mateo, CA. "We're very careful. Relevancy matters most."

4Info was founded in 2004 and delivers real-time information and entertainment messages as responses to a search query or as alerts on subjects ranging from sports scores and weather updates to stock quotes and celebrity gossip.

A key feature of this SMS service is "Upset Alerts" to ensure that fans never miss the final minutes of the tournament's most exciting games. Subscribers can also choose to follow individual teams.

To sign up for the full 4Info Tournament Pass text alert service fans can text "TOURNEYPASS" to 4INFO (44636) or visit the 4Info WAP site at m.4Info.net to subscribe from their mobile device.

Last year, 4INFO sent more than 1 million free March Madness tournament alerts. The company expects the number of subscribers to triple this year.

Content partners of 4Info include NBC Universal, USA Today and Facebook as well as application developers Kickflip and Watercooler. The partners are able to offer a widget that fans can use to sign up for 4Info tournament alerts.