AT&T Mobility has debuted a new mobile content portal for NCAA March Madness in a race with other carriers to offer value-added content.

The wireless carrier worked with mobile content management specialist Crisp Wireless to target sports fans in its customer base with content devoted to the NCAA Men's Division I Tournament.

"For them it's marketing," said Andy Sullivan, vice president of client services at Crisp, New York. "It's getting people to recognize AT&T as a brand that's innovative and pushing the limits of mobile.

"I think it's also something they use to start getting people to use the mobile Web more," he said. "That's important. Besides, they're a huge sponsor of CBS and the NCAA Tournament, so it goes hand-in-hand."

Powered by Crisp, the March Madness portal features the latest scores of all games, results, statistics and bracket updates.

Users of 3G-enabled phones can view video highlights of the tournament.

All AT&T Mobility customers can access the portal on their mobile phone through Media Net.

Meanwhile, the AT&T Bracket Challenge will give mobile users the ability to make, track and manage their tournament bracket from their phone.

Customers who join the AT&T Bracket Challenge will compete against each other for a chance to win prizes from AT&T, including a grand prize of $10,000.

Crisp has created content portals for major media companies such as NBC Universal, A&E, Bravo Cable Network, Hearst, Discovery, Hachette Filipacchi, Paramount Pictures, NBC Sports, USA Today and Tribune Interactive.

This latest effort for AT&T Mobility will not cost customers anything extra to access. But standard data charges will apply.

Interestingly, the portal will not run advertisements.

"They don't have an ad-driven model for this right now," Mr. Sullivan said. "It's really marketing-driven.

"But most of the things we do at Crisp Wireless are ad-supported," he said. "We work with a lot of sports and media companies to build similar sorts of mobile sites so that they can profit from mobile advertising."