The term "busted" has been used in promotional campaigns throughout the month leading up to the start of the women's and men's NCAA basketball tournaments, with brands such as snacks, consumer packaged goods, breweries, and professional wrestling. Some companies have even offered to reward fans' incorrect predictions on social media, with some offering free tickets. The focus of these campaigns is on the gambling aspect of the games, with the actual gameplay becoming indistinguishable from watching them.