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Coaches vs. Cancer kicks off March Madness activations

Slate of activities planned throughout March Madness and Final Four.

The NCAA Men’s College Basketball tournament is underway, and once again, Coaches vs. Cancer is stepping up to support the American Cancer Society during the tournament.  

There are a number of activations happening throughout March Madness and into the Final Four. Here’s a look at what’s going on: 

  • Sneakercam on social media. Throughout the tournament in various locations in Indiana, a Coaches vs. Cancer and American Cancer Society-branded “sneakercam” will cruise around gathering video footage that will be shared on social media by participating teams and coaches and by @CoachesvsCancer on Twitter. The sneaker is remote-controlled and will offer fans a shoe-level, behind-the-scenes look at the tournament. Keep an eye on your favorite Coaches vs. Cancer and university social accounts to see if you spot the sneakercam, and be sure to share @CoachesvsCancer content with your local/regional Twitter followers. Note: the sneakercam is pictured above on the right.
  • Coaches vs. Cancer sneaker sweepstakes. A handful of coaches will be wearing custom Coaches vs. Cancer-inspired sneakers during the tournament, autographing them, and giving fans the chance to win the shoes, all to benefit ACS. The sweepstakes runs now through April. Participating coaches include Kelvin Sampson (University of Houston), Lon Kruger (University of Oklahoma), Brad Underwood (University of Illinois), Fran McCaffrey (University of Iowa), and Greg McDermott (Creighton University). Fans can enter at Note: some of these pictures are featured above. 
  • Best sneaker bracket. Coaches vs. Cancer is hosting a tournament-themed bracket to pick the coach with the best kicks, all to raise awareness about ACS and CVC. Join in the fun by engaging with @CoachesvsCancer on Twitter
  • Coaches vs. Cancer Wives and Friends Virtual Brunch. The coaches’ partners are once again supporting the American Cancer Society. The event will take place on Saturday, April 3, from 12-1 p.m. ET, and will feature Tawana Thomas-Johnson, our vice president of Diversity and Inclusion. She will talk about our diversity, equity, and inclusion work and partnerships.

For more information about Coaches vs. Cancer, visit For questions about these tournament promotions, email Anne Gmerek at  

Here's the remaining March Madness schedule:

Sweet 16 — 2 p.m. ET coverage start on Saturday, March 27, and 1 p.m. start on Sunday, March 28

Elite Eight — 7 p.m. ET coverage start on Monday, March 29, and 6 p.m. start on Tuesday, March 30

Final Four — 5 p.m. ET start on Saturday, April 3

NCAA championship game — 9 p.m. Monday, April 5

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