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 |  Mar 09 2012, 6:01 PM

Infiniti is getting involved with the NCAA in its latest marketing campaign for the 2013 JX, sponsoring CBSSPORT.com’s “Round by Round” bracket competition with proceeds going to the Coaches for Cancer Foundation. 

The “Round by Round” game works by having entrants pick the winners of all 67 match ups throughout the championship tournament, including the first four and the final four. The winner will be sent to the 2013 NCAA men’s final four in Atlanta.

The event stands to raise some serious cash too — Infiniti will donate up to $700,000 to the foundation based on fan participation.

“Infiniti continues to be inspired by the excitement of the NCAA Division 1 Men’s Basketball Championship and the coaches’ dedication to cancer charities,” said Infiniti Americas Vice President Ben Poore. “We thank the fans once again for their role in pushing the total support to more than $1 million this year.”

Sponsoring the event also promises to set several sets of eyes on Infiniti, serving as a springboard to the company to promote its 2013 JX crossover.