The NCAA is opening its championship broadcasts to liquor and energy drink advertising to help finance the expansion of the men's and women's NCAA basketball tournaments. The governing body lifted its longstanding ban on television commercials for distilled spirits and energy drinks during NCAA championship events effective July 1, USA Today reported Wednesday. The policy change applies only to television commercials during NCAA championship events, including March Madness, the College World Series and the Frozen Four. AdvertisementAdvertisement AdvertisementScan any liquor or NA bottle to see all expert reviews in one place with the free Daily Pour app . Founded by Dan Abrams, The Daily Pour is the ultimate drinking guide for the modern consumer, covering spirits, non-alcoholic and hemp beverages.