Celebrity Names: Names: Jayson Tatum, Candace Parker, Jalen Brunson, Karl-Anthony Towns, Jose Alvarado, Patrick Ewing, John Starks, Kenny Smith, Kiki Rice
Brand Name: AT&T
Deal Type: National Advertising Campaign
Announced: March 16, 2026
Impact: Expands AT&T’s visibility around live sports, reinforces Tatum’s comeback narrative, and cements Parker’s status as a go-to voice and face for major national brands
- AT&T launches five national commercials featuring NBA, WNBA, and NCAA stars, including Jayson Tatum, Candace Parker, and multiple New York Knicks players, airing across CBS, TBS, TNT, truTV, and ESPN throughout the 2026 March Madness tournament.
- The campaign builds on AT&T’s “Connecting Changes Everything” platform, spotlighting how reliable connectivity brings fans together during college basketball’s biggest moments, with a new spokesperson named “Ted” representing the brand’s mission of “connecting better, not just more.”
- AT&T has been a proud sponsor of NCAA March Madness and the Men’s and Women’s Final Four for more than 20 years, continuing its role as a major advertiser and sponsor of the Men’s and Women’s Bracket Managers on CBS Sports.
- The ads span both men’s and women’s tournaments, running online on TBS, YouTube, and the March Madness Live app, maximizing reach across the full fan base.
AT&T is going all-out for March Madness 2026, assembling one of the most impressive athlete lineups in recent ad memory.
The campaign stars several NBA, WNBA, and NCAA athletes, including current New York Knicks players Jalen Brunson, Karl-Anthony Towns, and Jose Alvarado, as well as Knicks alumni Patrick Ewing and John Starks, Boston Celtics player Jayson Tatum, NBA legend Kenny Smith, WNBA legend Candace Parker, and current UCLA player Kiki Rice.
Building on its iconic Connecting Changes Everything platform, AT&T’s latest campaign highlights how reliable connectivity fuels the experiences fans care about most: from watching a game-winning shot live to sharing it with friends and family.
One of the 30-second spots featuring the current and former Knicks players debuted on Selection Sunday, with Brunson, Towns, and Starks hiking to make it back to Ewing’s house in time for March Madness tipoff.
The ads air across CBS, TBS, TNT, truTV, and ESPN and their digital channels, as well as on TBS online, YouTube, and the March Madness Live app.
Jayson Tatum is fresh off a remarkable comeback story. He returned to the Celtics court following a right Achilles injury, averaging 19.7 points, 6.7 rebounds, and 3.7 assists in limited minutes.
It’s a fitting time for the Boston star to step into a major national campaign; his resilience is a story all its own. He also recently starred in a back-to-zero campaign for Amica.
Candace Parker continues to be one of the most in-demand brand voices in basketball. Already serving as a game analyst during this year’s March Madness broadcasts, Parker doubles her presence this tournament as a commercial face for AT&T.
She was also recently featured in a Degree campaign alongside Chet Holmgren and narrated a Gatorade campaign starring Caitlin Clark; cementing her status as the go-to voice of women’s basketball in advertising.
Takeaways
AT&T isn’t just buying ad slots, it’s buying cultural relevance. By pairing a comeback story (Tatum), a basketball legend (Parker), and a fan-favorite franchise (the Knicks), the brand bridges generations of basketball fans in one campaign.
The choice to place these ads across both men’s and women’s tournaments is also telling: brands are finally putting real money behind women’s basketball, and Parker is the bridge that makes it feel authentic.
The deeper message here? Connectivity is emotional, not just technical. AT&T is smart to use the raw energy of March Madness (the buzzer-beaters, bracket busts, and watch-party moments) as the emotional core of the campaign rather than leading with specs and speeds.
Does Jayson Tatum’s injury comeback story make him a more relatable face for a campaign about “connecting when it matters”? With Candace Parker calling games and starring in ads, is she now the most powerful dual presence in sports media?
