In the midst of March Madness, brands are locking down valuable (and pricey) sponsorship and endorsement deals. While these partnerships promise brands the exclusive right to market products in the name of big-ticket events, not all brands have the budget for the official playing field. With so much attention on these sporting spectacles, brands looking to join the conversation can unknowingly stumble into the legal danger zone. In this panel, Ira Schlussel, General Counsel, HelloWorld and Paul Hourigan, Counsel, Sports and Entertainment Marketing Partnerships, Coca-Cola, offer how-tos for maximizing real-time engagement during official sporting events, while staying within the legal bounds.