Press Releases & Blogs

Houston First Corp. to host official March Madness watch party

Houston • March 14, 2022

HOUSTON, Texas (March 14, 2022) Sports fans are invited to cheer on the University of Houston (UH) Cougars as Houston First Corp. and UH will host an official March Madness watch party at Avenida Houston on Friday, March 18 at 8:20 p.m.

The free public event, emceed by KHOU, will feature a massive 24-foot viewing screen, music, beverages, games, prizes, appearances by UH mascots Shasta and Sasha, as well as performances from the university’s dance, cheer, and band. This is Houston First Corp.’s second consecutive watch party with event organizers planning to make it bigger and better this year.

“Last year’s turnout was quite a success, so we look forward to welcoming fans back to the heart of downtown at Avenida Houston,” Houston First President & CEO Michael Heckman said. “As Houston prepares to host the 2023 NCAA Final Four, the team’s latest run in the tournament will provide great momentum into next year. We wish our Coogs the best of luck, and hope to be back here celebrating an NCAA Championship victory.”

In March 2021, after nearly 40 years, the Coogs advanced to the Final Four but were defeated by Baylor University, 78-59. Most recently, Houston won the American Athletic Conference Championship and currently sits as the #5 seed in the South Region. As the team advances, watch parties for each UH game will continue to occur along the Avenida.  

“We’re excited to be partnering with Houston First to support our Coogs again this year,” UH Marketing & Fan Engagement Associate Athletics Director Pam Kehoe said. “We’d like to encourage all of our students, faculty, alumni, and fans to join us for a fun-filled night.”

The game schedule for the remaining tournaments will be held from March 24─27 for the Sweet 16 and Elite Eight and April 2─4 for the Final Four round. Times are TBD.

Attendees can register for the free watch party tickets by visiting www.uhcougars.com/tickets. Doors will open 90 minutes prior to tip-off.  



Houston First is the official destination management organization for the city of Houston. In addition, Houston First owns the Hilton Americas-Houston hotel, manages the George R. Brown Convention Center along with 10 city-owned properties, and developed the Avenida Houston entertainment district. Learn more at HoustonFirst.com and VisitHouston.com.