Dive Brief:

• YouTube has partnered with Turner Sports to launch an official NCAA channel for the March Madness basketball tournament. 
• The channel, which mimics a recent deal YouTube struck with the NFL, will host highlights from the games, daily recaps, archival shots from previous NCAA tournaments, and more related content. 
• Some brands have already formed special sponsorship deals with the channel, including Oreo's "Dunk of the Day," UPS's "Solve of the Day," and Reese's "Starting Lineup" spots. 

Dive Insight: 

YouTube's partnerships with the NCAA and the NFL are part of a broader trend of TV and online forums working together. Consumers now expect to be able to find content in both places, so it's only natural for the two mediums to share resources. The relationships also open up new marketing and sponsorship opportunities for brands.