The 2017 March Mad­ness col­lege bas­ket­ball tour­na­ment kicks off March 14 and, accord­ing to Yahoo, this is a huge moment for mar­keters. Indeed, con­ven­tion­al mar­ket­ing wis­dom dic­tates live sports may very well be the last place adver­tis­ers can find view­ers con­sum­ing live con­tent.

Here’s a look at how brands and mar­keters can get in on the action this year.

Yahoo said the #1 relat­ed search the week pri­or to the 2016 tour­na­ment was “March Mad­ness 2016 Brack­et.”

That, in turn, means savvy adver­tis­ers can cap­i­tal­ize on inter­est with both dis­play adver­tis­ing and relat­ed con­tent that pro­vides use­ful infor­ma­tion.

But it is CPG, QSR and retail brands, in par­tic­u­lar, that stand to ben­e­fit the most as fans search for snack ideas and do their shop­ping in the days lead­ing up to the tour­na­ment, Yahoo said.

“Be there ear­ly when gro­cery shop­pers are mak­ing their choic­es by find­ing cre­ative ways to inte­grate your brand with­in the game expe­ri­ence and make your brand top of mind for the big shop­ping days,” Yahoo said.

For what it’s worth, Yahoo data shows food-order­ing bas­ket­ball fans pre­fer wings over piz­za: Dur­ing the tour­na­ment, wing orders were 24% high­er than dur­ing the same num­ber of days pri­or while piz­za orders were 17% high­er, Yahoo said.

And, notably, rather than search­ing for spe­cif­ic brands, Yahoo said the top two queries for piz­za on the day of the tour­na­ment were “order piz­za” and “order piz­za online.”

This marks a big oppor­tu­ni­ty for brands to increase search adver­tis­ing and dri­ve high­er online orders, Yahoo added.

What’s more, search­es for spon­sor brands increased 33% on the first day of the tour­na­ment ver­sus the week pri­or, Yahoo said. And retail­ers can dri­ve fur­ther aware­ness – and even pur­chas­es – by retar­get­ing fans with search ads while they look for gear from their favorite teams.

What’s more, a sig­nif­i­cant num­ber of fans are con­sum­ing tour­na­ment con­tent on mobile devices – and these con­sumers, in par­tic­u­lar, are high­ly engaged. In fact, Yahoo said tour­na­ment dates rep­re­sent­ed the high­est vol­ume of app ses­sions for both Yahoo Fan­ta­sy Sports and Yahoo Sports dur­ing the first half of the year. As such, Yahoo rec­om­mend­ed adver­tis­ers extend their cam­paign mes­sag­ing across apps with tar­get­ed native and native video ads to max­i­mize brand engage­ment.