LSN : News : Stat: March Madness ad sales for women’s basketball tournament surge

Corona opens eco-tourism destination on private island

Corona Island, Colombia

Colombia – Mexican beer brand Corona has opened its eco-protected island off the coast of Cartagena, Colombia, to the public, offering a unique beer brand experience. Previously reserved for friends and family, the island is now available for bookings via Airbnb, Expedia and Booking.com.

Acquired in 2021, the island is a testament to Corona’s commitment to sustainability. It has earned the Oceanic Global three-star plastic-free Blue Seal for eliminating single-use plastics, making it the first and only island to receive the certification. The island’s operation is powered by solar energy and traditional building techniques using native materials like guadua bamboo.

‘We believe in protecting and connecting to nature,’ says Clarissa Pantoja, Corona’s vice-president. ‘The island is an example of what we stand for.’

Guests can enjoy eco-friendly amenities like waterfront bungalows with jacuzzis, yoga, stand-up paddle-boarding and coral reef restoration projects. Pantoja emphasises the experience is about more than relaxation. ‘It’s about living in harmony with nature.’

Corona Island is set to become a destination that combines sustainability with leisure, offering a new way to enjoy the lager. In our Brand-Led Immersive Travel report, we analysed the brands creating curated, authentic experiences that build community and loyalty among consumers.

Strategic opportunity

Consider creating unique experiences that also showcase your brand’s ethos. Corona’s island serves as both a holiday destination and a living example of its commitment to nature and sustainability

Vinted elevates second-hand luxury with House of Vinted pop-up

House of Vinted, London, UK

UK – Resale marketplace Vinted is redefining second-hand luxury with House of Vinted, an exclusive pop-up blending curation and conscious consumption. Opening on 22 March 2025 in South Kensington in London, the by-invitation-only event transformed a townhouse into an experiential space designed to spotlight the timeless appeal of pre-loved designer fashion.

Curated wardrobes from style influencers such as Susie Lau, Victoria Magrath and Keiona Revlon took centre stage, displayed across immersive, themed rooms. From the Art Deco-infused Déjà Vu to the nostalgic Cottagecore Comeback, each space featured pieces from brands such as The Row, Prada, Gucci and Maison Margiela.

Beyond the edit, guests engaged in hands-on workshops, personalised styling sessions and craftsmanship-led experiences. All garments from the event are available for purchase on Vinted’s app, with some of the proceeds supporting Oxfam UK.

Resale has officially moved from the fringes into the mainstream, according to panellists at SXSW 2025. Our Future Forecast: Retail report unpacks how creative campaigns and activations from resale platforms such as Vinted helped the second-hand fashion market give itself a much-needed rebranding.

Strategic opportunity

Rebrand second-hand as aspirational, not just sustainable. Create curated, experience-driven events that allow consumers to shop for pre-loved fashion in luxurious settings while celebrating the quality, heritage and craftsmanship of second-hand garments

Stat: March Madness ad sales for women’s basketball tournament surge

What if you Can? by Wieden+Kennedy Amsterdam for Nike, Saudi Arabia

US – Landing an advertising spot during the Women’s March Madness basketball tournament is more competitive than ever, as Disney and ESPN report a staggering 200% year-on-year increase in total ad sales, with an impressive 95% of the 2024–2025 National Collegiate Athletic Association (NCAA) tournament's ad inventory already sold.

Ads for the 6 April championship game sold out more than three months ago, with some slots topping £775,200 ($1m, €926,450) – putting women’s college basketball ad rates on a par with the National Basketball Association (NBA) Finals.

The surge is fuelled by rising viewership. Disney Advertising vice-president of revenue and yield management Jacqueline Dobies told AdWeek: ‘If we would have taken every single dollar and unit we had been offered, we would have sold out before the upfront was even over.’

This year, 45 new brands joined the tournament, while returning advertisers increased spending by 81% on average.

‘A lot of years ago, the question was: ‘How do we convince brands to buy women’s sports?’ noted Dobies. ‘That’s not the conversation any more. It’s: ‘How do we make space for everybody?’’

For more insights on the future of women’s sports and brand opportunities, read our Game-Changers: The Future of Sports Fandom macrotrend report.

Strategic opportunity

As the ROI is increasingly comparable to male-dominated events like the NBA Finals, consider re-assessing media-buying strategies to include women’s sports as core, not niche