Phillips 66® is proud to celebrate 37 years as the Title Sponsor of the Phillips 66® Big 12 Basketball Championships, happening March 5-15 in Kansas City. From Fan Fest to the arena and every stop in between, we’re fueling excitement and keeping the momentum going all tournament long.
Hotel Experience. We’re back at the Loews Hotel! Guests will once again experience Phillips 66® and GO GO GO® branding throughout the hotel, from the entrance and check-in counter to the bar, coffeeshop, and even their rooms!
Bringing Energy to Every Game. The GO GO GO® campaign is back, bringing nonstop energy to the T-Mobile Center for the Big 12 Championship. From bold signage to the electric atmosphere, we’re keeping the crowd fired up and the momentum going strong. As fans GO big for their favorite teams, we’re fueling every moment—making the action louder, prouder, and more unforgettable.
Consumer activations. Phillips 66® will engage fans with a high-energy activation space featuring branded photo stations, a custom hat bar, and an interactive trophy photo wall. Large LED walls, court-style flooring, and bold signage will showcase the brand throughout the activation space, creating a high-energy experience that reinforces Phillips 66®’s strong connection to college basketball while keeping the brand top of mind for attendees.
Introducing the Fuel Forward® Stack-it Challenge. The Fuel Forward® Stack-It Challenge is an interactive promotion designed to engage Big 12 Basketball fans in the Kansas City, Denver, Amarillo, and Wichita areas and drive app usage throughout the tournament. Users begin by downloading the Fuel Forward® App, creating an account, and adding a payment method. Once registered, they can sign up for the Stack-It Challenge through a dedicated deal card in the app and start placing their picks for the Men’s and Women’s Big 12 Tournament.
Participants will receive an immediate 12¢/gal discount just for signing up, with additional opportunities to save throughout the tournament. Correctly guessing a final game score earns a one-time 25¢/gal discount, while on-the-fly promotions introduce more chances to stack savings. Push notifications will keep users engaged, reminding them to return to the app and make their next picks. At the end of the tournament, all savings earned will be automatically applied to users’ Fuel Forward® App accounts for redemption at the pump.
Charitable Giving. In 2024, we joined forces with Kansas City Parks & Rec to support future Big 12 athletes, donating $100,000 to revitalize community basketball courts in Kansas City. The renovations included updated signage and branding recognition. Now, we’re back to upgrade even more courts—encouraging young athletes to get out there and chase their dreams.
Charlie Hustle Collaboration. This year, we’re teaming up with Charlie Hustle to give away a one-of-a-kind Big 12 Basketball Championship jacket—plus tournament tickets for the winner. Charlie Hustle’s vintage-inspired sports apparel is a fan favorite, and this collaboration helps keep our brand top of mind during the tournament.
Advertising
To reinforce brand awareness and support our consumer promotion, Phillips 66® will run advertising throughout the tournament. This includes billboards in downtown Kansas City, signage at the airport, digital banners, social media, and video/broadcast placements.
From engaging fan activations to rewarding promotions and community support, we’re bringing the energy all tournament long. This year is shaping up to be one to remember!
