Buick is a big sponsor of the NCAA Men' Basketball Tournament. In many ways, it's the perfect marketing vehicle for Buick, reaching young sports fans as well as the older ones who are watching their alma maters compete in the Final Four. If they have alma maters, they're college educated. If they're college educated, it figures they have money to spend.
So this is what they planned to do, make sense to give younger players cars like Buicks. Where they are trying to advertise their lineup of cars for a younger crowd. +1 for Buick!
New Buick "brand anthem" ad breaks during NCAA Final Four — Autoblog