AT&T marketing chief on March Madness and Caitlin Clarks supernova run | KLRT [Video]

NEW YORK (AP) — Who do you have winning your college basketball bracket? The head of AT&T’s marketing is hoping that you’ll respond by asking, “For which tournament?”

The telecommunications giant is once again sponsoring the men’s and women’s college basketball tournaments. It’s also significantly increasing its investment in the women’s tournament as the record-setting superstar from the University of Iowa, Caitlin Clark, draws in more viewers. Kellyn Smith Kenny, chief marketing and growth officer at AT&T, recently spoke with The Associated Press about the tournaments. The conversation has been edited for length and clarity.

Q: Can you put into context how big a phenomenon Caitlin Clark is right now from a marketer’s perspective?

A: She is a big deal. The impact that she has had on viewership for the sport, buzz, social activity around her, the social activity around Iowa, it’s managed to take all of the incredible coverage …