For many this might be just another Tuesday, but for basketball fans it’s the start of NCAA March Madness.

This year Enterprise Rent-A-Car and Infiniti have signed on as sponsors of TSN’s broadcast coverage and Warner Bros. is on as a partner for the online bracket, TSN Tournament Challenge.

Warner Bros. will promote the upcoming release of Batman v Superman with a co-branded spot that follows two former champions from the online bracket challenge.

“Warner Bros. briefed us and said they wanted to do something with Batman, and we wanted to come to the table with something a little deeper and more integrated, something that had never been done before with a movie client like this,” says Brandon Moonsawmy, director, strategic sales and partnerships, sports at Bell Media.

TSN begins its coverage of the tournament tonight at 6 p.m. with the First Four on its digital app, TSN Go. The tournament culminates with the championship game on Monday April 4 with pre-game coverage at 8:30 p.m. on TSN5. Coverage for the entire tournament will be shown across TSN’s five broadcast feeds and on TSN Go.

Audiences tuning into last year’s tournament on TSN’s feeds grew by 24%, with the core viewing demographic being adults between 18 and 34, says Moonsawmy.