March Madness 2026: A practical guide for European affiliates

Let's face it: distinctly American sporting events can sometimes feel confusing or even unapproachable to European affiliates. "March Madness," the iconic end-of-season tournament to crown the country's best college basketball programs, is a perfect example.

While European betting is dominated by football and a handful of major leagues, in the US, sports like college basketball are a cultural phenomenon. March Madness features 68 teams and 67 games over three weeks, attracting billions in wagers. It consistently delivers one of the largest spikes in new player acquisitions all year.

European affiliates often find the US college sports scene unfamiliar. There is no single dominant league, prop betting or player-focused wagers dominate, and the sheer volume of daily games creates constant promotional opportunities that simply don’t exist in most European sporting calendars.

This is also where daily fantasy sports (DFS) and prop betting thrive. Brands like PrizePicks and Underdog have built huge audiences on DFS, a format far less common in Europe.

For affiliates, this means high-volume windows every single day, easier entry points for new US traffic and strong potential for long-term retention if you guide users to the right offers. At Vault Network, we have positioned ourselves as both a primary entry point and a strategic bridge for European affiliates looking to scale in the US. Here are our top tips, drawn from years of experience, for riding the March Madness wave.

Focus on high-interest states

Not every state is created equal during March Madness. Prioritise markets with strong college basketball traditions or large fan bases, such as North Carolina, Kansas, Kentucky, Arizona, Texas, California and Florida. These states often see significantly higher engagement and betting volume because fans are emotionally invested in their local teams. 

Start by researching which states have the strongest March Madness viewership and the most robust legal sports betting frameworks, then tailor your promotions and creatives to local rivalries and storylines. This targeted approach delivers far better results than trying to promote generically across the entire country.

Emphasise prop betting and DFS angles

American bettors love player props and DFS lineups far more than traditional match-winner bets. Formats seen from operators like PrizePicks and Underdog, where users build lineups of individual player performances, are extremely popular during the tournament. 

European affiliates should create simple explainer content (short videos, infographics or social posts) that teach new users how these products work. Highlight fun, low-stakes entry points like “build your perfect bracket” or “daily player picks”. This type of educational content performs especially well with first-time US bettors who are downloading apps specifically for March Madness.

Build content around the bracket timeline

March Madness has a natural content rhythm that you can ride for weeks. Start building hype during Selection Sunday when the 68-team bracket is revealed. Then shift to daily coverage as the tournament progresses through the First Four, the Round of 32, the Sweet 16, the Elite Eight, and the Final Four. 

Create a simple content calendar with daily posts, articles, or videos that highlight key matchups, upsets and betting angles. The constant stream of games gives you fresh promotional opportunities every single day, which rarely happens in European sporting calendars.

Get compliance right from day one

US rules vary significantly by state, and mistakes can be expensive. Some states restrict certain promotions, advertising methods or bonus structures. Also, the specific vertical you are promoting changes the rules. DFS, for instance, requires a completely different vocabulary than traditional sports betting to remain compliant – you must use terms like "picks" instead of "bets," and "more/less" instead of "over/under." 

The key is to have systems in place that automatically show the correct offers, creatives and links based on the user’s location. Work with partners who already handle state-by-state compliance, so you can focus on driving traffic rather than worrying about legal risks. Getting this foundation right early prevents costly shutdowns and builds trust with both users and operators.

March Madness isn’t just another event. It’s one of the highest-converting launch windows into the US market. For European affiliates willing to bridge the cultural gap and navigate the regulatory landscape, this tournament can mark the start of a highly profitable, long-term presence in the world’s most dynamic sports betting market.