CHAPEL HILL, N.C. and DURHAM, N.C. – Fans will see a fresh twist on one of college basketball’s most storied rivalries this weekend as The Rivalry, presented by Facebook, heads to Tar Heel country when Carolina and Duke tip off in Chapel Hill, N.C.
As presenting sponsor of the most historic rivalry in basketball, Facebook continues to showcase its commitment to intercollegiate athletics through impactful partnerships centered around college sports’ most memorable moments, driving fan engagement and connectivity to a higher level.
Facebook will bring the hype to both fanbases as Carolina and Duke prepare to meet on the hardwood for the first of two meetings this season, fueling fan conversation with engaging and interactive content inside Facebook groups, Duke Basketball Official #StayCrazie Fan Group and BORN, BRED, DEAD – The OFFICIAL North Carolina Tar Heels Fan Group.
A new co-branded emblem for The Rivalry debuts this week featuring Carolina and Duke logos alongside the iconic Facebook logo. The custom emblem will appear on all official rivalry promotions and inside the Dean E. Smith Center on gameday.
In the lead-up to gameday, Carolina Athletics and Facebook will roll out four episodes of Rivalry Rewind—an original content series highlighting legendary matchups from the past—on the official North Carolina Tar Heels Facebook page. The series will be followed by gameday social and in-venue content, including the presentation of two Students of the Game—UNC students who showcase why they are the biggest Tar Heel fans in the building.
“This is the most highly anticipated game in college basketball every year,” said Rick Barakat, UNC Deputy Athletic Director/Chief Revenue Officer. “We’re proud to have partners like Facebook who recognize the importance of this game to our fanbase and prioritize engagement and connection with Tar Heel fans everywhere.”
“Facebook has created incredible spaces for fans to connect and share their love for their teams for years, and we‘re thrilled to see them continue to strengthen that commitment through their partnership for the Rivalry Series,” said Bill Hirsh, Senior Vice President of Corporate Sales at Learfield.
As part of its growing presence in college sports, Facebook also served as the presenting sponsor for iconic football rivalries in the Fall – the 122nd playing of the Egg Bowl rivalry between Mississippi State and Ole Miss, as well as the 118th meeting between Oregon and Washington.
Facebook’s presenting sponsorship of this historic matchup was facilitated by Learfield’s corporate sales group with collaboration from the locally based Tar Heel Sports Properties and Blue Devil Sports Properties teams for the men’s basketball rivalry between Carolina and Duke.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.