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Nike’s Ann Miller Talks the Brand’s Final Four Takeover

Nike is all over the place at the Final Four. The brand sponsors each Final Four team in the men’s and women’s tournaments, with the lone exception of South Carolina (until it switches brands in July). Ann Miller, Nike’s EVP of global sports marketing, talks about the brand’s presence in the tournament and in college sports overall.
Braylon Mullins #24 of the UConn Huskies celebrates after shooting the game-winning three point basket during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
College sports are still largely uncharted territory for brands, but Nike has made strong headway. (Getty Images)

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