The findings: Not only do sporting events like March Madness drive strong ratings, but they can also drive online sales. In 31 of the 32 states with teams in the NCAA Men’s Basketball Tournament, ecommerce order rates rose above baseline on game days, per a Rithum analysis.

At the state level, shopping spikes closely tracked fan engagement. In Connecticut, for example, ecommerce orders were about 32% above a typical Sunday on March 29, when UConn beat Duke to reach the Final Four. Across the Elite Eight, the state with higher per-capita ecommerce activity also happened to be the one whose team won.

Why it matters: Sports are one of the few remaining moments that capture mass, real-time attention.

Events like March Madness draw highly engaged, emotionally invested audiences, which is why media companies covet the rights. But the impact goes beyond viewership. With many consumers already on their phones—checking stats, tracking bets, or texting friends—there’s a clear opportunity for retailers and brands to show up in the moment with relevant products, ads, or content that can quickly turn engagement into transactions.

Implications for retailers and brands: March Madness and other cultural moments such as playoff runs, marquee matchups, and other tentpole events offer clear opportunities to drive sales. To capitalize, brands need to react quickly to real-time demand signals and show up where consumers are already looking.

It also underscores the value of planning ahead. Whether it’s global events like the FIFA World Cup or local rivalries like Ohio State–Michigan, mapping cultural moments to retail strategy can help turn spikes in attention into sales.

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