Dos Equis is joining the excitement with this year’s March Madness college basketball tournament. The Mexican import beer is the official sponsor of the Dos Equis 3X3U National Championship, and giving shoppers a chance at an exclusive VIP basketball weekend including tickets to 3X3U and college basketball’s 2021 national championship. Retailers can leverage the action with a March multi-channel promotion featuring impactful in-store merchandising and an engaging consumer sweepstakes, it says. The 3-on-3 college basketball tournament brings together the country’s best collegiate seniors to compete one last time in Indianapolis, the host city for college basketball’s national championship. “We’re leveraging the energy and enthusiasm of college basketball’s peak moment to provide a broader platform for Dos Equis and to drive store traffic to help retailers sell more Dos Equis,” said Reggie Gustave, Dos Equis senior brand manager for HEINEKEN USA, in a statement. “We continue to strengthen our connection to college sports to reach younger millennials who are highly engaged with their college teams during this cultural moment. Dos Equis will stand out from the crowd and interrupt the regularly scheduled championship with an engaging, exclusive and fast-paced tournament within THE tournament.”