Designing the 2025 Men’s Final Four Experience
From the airport welcome to the final buzzer, the 2025 Men’s Final Four in San Antonio was built to connect fans to the moment. We developed a bold, cohesive brand system that stretched across the full event footprint—starting at the airport and extending through the city, fan zones, and into the heart of the Alamodome. Working with the NCAA, ESPN, and Sport Graphics, Section 127 designed environments that energized the city, supported operations behind the scenes, and created a championship experience felt at every level.
Citywide Welcome and Branded Footprint
The experience began at the airport, where welcome signage and branded moments set the tone for fans and athletes arriving in San Antonio. From there, we carried the look through city streets with light pole banners, exterior wraps, and branded fan zones. Spaces like Fan Fest and Tourney Town became immersive environments, layered with storytelling and interactive touchpoints. These moments extended the Final Four’s presence across the city, building excitement and helping fans navigate the experience with clarity and energy.
Arena Flow from Back-of-House to Bowl
Inside the Alamodome, the design system took shape across multiple layers. In back-of-house areas, we built branded team tunnels, locker room zones, and operational signage that served both form and function. These environments elevated the experience for teams, staff, and media—while reinforcing the event identity. Moving into the bowl, large-scale graphics, on-court signage, and concourse visuals amplified the energy for fans. Every detail was designed for impact, whether seen in-person or broadcast live to millions.
