The game is played on the same court as the Final Four. The brand generates content around the game that airs on TV and is distributed on social media.
Infiniti also has sponsored the CBS Sports Round by Round Brackets Challenge for seven years. The automaker makes a donation of up to $700,000 to Coaches vs. Cancer when people make correct picks in their March Madness brackets.
Allyson Witherspoon, Nissan Motor Co.'s general manager of global brand engagement, says brands don't always have to focus on products.
Infiniti used the NCAA Tournament to push the QX30, but it also took time to tap into people's emotions by highlighting the courageous spirits of the Hardwood Heroes participants.
Inspirational speaker David Mead, the chief of Start With Why, a group that helps businesses build productive cultures and find their purpose, tied together the day's theme, saying forming human connections makes a brand powerful. But he added that the goal of making those connections shouldn't be to sell more products.
"If you're using this as a marketing tactic or marketing campaign, people will see through your B.S.," Mead said. "It might not be in the short term, but they will see through it, and you will lose people much more quickly than you will ever bring them in."