Yes this is the most recent marketing slogan of Marriot Hotels Rewards. The official hotel of the NCAA also, not so transparently, tells all the fans of the 64 teams in March Madness that it is not where your team finishes, it is where they begin. Saw it first in the Oregon Duck Rhode Island matchup.
That way Marriot will get at least 64+32+16+8+4+2 reservations or booking opportunities for being the official hotel of the National Collegiate Athletic Association which had to cost them quite a bit. So, Die Hard Hoops Fans, BOOK THIS MINUTE!