Lexus and Pizza Hut are teaming up with Yahoo Sports for a series of campaigns centered on mobile streams of March Madness basketball games.

The two brands will sponsor Yahoo?s interactive coverage of the college basketball tournament, with digital brackets that can be filled out and streams of the game. The campaign is an effort on both brands? part to make use of interactive mobile sports coverage to reach a new segment of customers.

?With millions of fans heading to Yahoo Sports every year to create their brackets and watch the action play out among their top college basketball teams, we?re helping brands find compelling ways to be part of that fan experience,? said Lisa Utzschneider, chief revenue officer at Yahoo. ?At Yahoo, we know sports fans, their passions, and how advertisers can make fun, authentic connections that drive meaningful results around the tournament.?

With March Madness fully underway, more and more brands are tying themselves to the yearly event through partnerships wit media companies that cover the games.

The most recent attempt at this comes from Lexus and Pizza Hut, who are joining Yahoo Sports as sponsors of the media company?s coverage of March Madness.

This coverage takes the form of live streams and interactive brackets that customers can fill out on Yahoo?s Web site.

Lexus will be sponsoring an online game called the ?0-60 Bracket Challenge.? This game tasks customers with guessing which games in the tournament will reach 60 total points fastest, in reference to the performance of the latest Lexus LC coupe.

In addition, both brands will offer their own video campaigns surrounding the tournament that will be shared on social media and integrated into Yahoo?s coverage of the games.

The Yahoo Sports Tourney Pick?em, Yahoo?s interactive March Madness bracket program, will be sponsored by both Lexus and Pizza Hut as the tournament ramps up.

The partnership also includes display and native advertising for both brands through Yahoo?s coverage of the tournament.

Many brands have been hitching themselves to the March Madness craze as the month has gone on. Most recently, Wendy?s unveiled its own interactive bracket-creating campaign through Twitter.

Wendy?s is debuting a unique tool to automatically generate brackets for NCAA basketball March Madness by way of answering a series of questions via direct message on Twitter (see story).

Additionally, Pizza Hut has been leveraging mobile elsewhere through an integration with Amazon Alexa.

Pizza Hut is hoping to tap into Amazon?s suite of mobile applications and Alexa devices with a new promotion that gives a discount to consumers who place an order through an Alexa device (see story).

As March the tournament heads towards its conclusion, brands that attach themselves to the spectacle will likely see a rise in engagement from college basketball?s biggest fans.

?We?re teaming up with Yahoo again after a very successful Squares Pick?em game, and this time we?re excited to reach millions of college basketball fans,? said David Daniels, vice president of advertising and media at Pizza Hut. "Yahoo has a strong audience of sports fans and many will be enjoying Pizza Hut pizza as they fill out their brackets and tune into the tournament this March.?