UPS TPI. From sponsoring a sport to becoming part of it.
Rather than limiting the UPS sponsorship to simply branding a fans experience, we decided to provide fans with a tool that would enhance their experience during the NCAA March Madness tournament. To accomplish this, we created the UPS Team Performance Index and integrated it throughout the NCAA March Madness experience on Sportingnews.com. The index provided fans with a tool to build a smarter tournament bracket and to see the game in a whole new way.