Five years ago, the NCAA began rolling out the welcome mat at various championships when it established the "Welcome Center" concept in December 1997. At the time, the plan was simple -- give fans attending championships a chance to understand more about the Association through printed and Web-based materials and displays.

The Centers were staffed with national office personnel who assisted fans wanting to know more about the NCAA. In addition to extensive printed material about the Association, the Centers featured computer displays that provided daily access to NCAA Online.

The concept flourished, and beginning this year, it will flourish even more.

With the advent of the bundled-rights agreement with CBS and ESPN, the NCAA has been presented with many more opportunities to tout its educational mission. The tents and kiosks at NCAA championships add to that mission. To coincide with that opportunity, the old Welcome Centers have taken on a new look -- and a new name.

The display centers now are called "NCAA Info Zones," which organizers believe better describe the function. New championship-specific displays show the high caliber of NCAA competition and explain things like bracket formats, playing rules and records in order to give fans more insight into the championships. But just as importantly, displays that tout NCAA goals and values let fans know that championships are just part of the NCAA mission.

"The NCAA Info Zone allows fans an inside look at various aspects of NCAA championships through photos and interactive displays," said John Johnson, NCAA director of promotions and special events. "But they also enhance the public's understanding of how the NCAA functions, and they help show the balance between education and athletics."

The goals of the Info Zones are to:

Enhance the public perception of the NCAA and the image of the respective championships.

Increase the value of intercollegiate athletics by improving the understanding of the NCAA and building spectator loyalty.

Distribute educational materials to the general public.

Create positive relationships and cross-promote those relationships with the general public and future student-athletes.

Enhance the championships experience for student-athletes through increased attendance.

"The Info Zones are an important way to communicate the NCAA's brand messages," Johnson said. "Through interactive displays and video screens, we can communicate to thousands of fans the attributes of the NCAA, such as learning, fair play, character, and the integration of athletics and academics. Through the Info Zone, fans understand that the NCAA is more than a great championship -- it's the whole student-athlete experience."

NCAA Info Zones will be at the following winter sports championships:

Division I Wrestling (March 20-22, Kansas City, Missouri)

Division III Men's Basketball (March 21-22, Salem, Virginia)

Division III Women's Basketball (March 21-22, Terre Haute, Indiana)

Women's Frozen Four (March 21-23, Duluth, Minnesota)

Division II Men's Basketball (March 26-29, Lakeland, Florida)

Division II Women's Basketball (March 26-29, St. Joseph, Missouri)

Men's Final Four (April 5-7, New Orleans)

Women's Final Four (April 6-8, Atlanta)

Men's Frozen Four (April 10-12, Buffalo, New York)

National Collegiate Women's Gymnastics (April 24-26, Lincoln, Nebraska)

The new NCAA Info Zones offer a wealth of information about NCAA championships, as well as about the NCAA branding messages.