LG has been Corporate Partner of the NCAA since 2009. Financial terms of the new deal were not disclosed.
Under terms of the alliance, LG will continue to have exclusive category marketing and promotional rights related to all 89 NCAA championship events across 23 different sports, including the NCAA Division I Men’s Basketball Championship and NCAA Football Championships.
The electronics company said that its consumer products divisions would “leverage LG’s relationship with college sports through integrated marketing programs, promotional activities, retailer tie-ins, and print, broadcast and online advertising.”
As March Madness approaches, LG said it would activate “themed events and initiatives across the country, including retailer promotions, throughout college sports seasons, with special emphasis on the NCAA March Madness men’s basketball championship.”
Last year, LG 2011 Men’s Final Four fan-engagement activities included the LG Cinema 3D TV shootout, Smart TV and Smart Phone interactive kiosks and the LG Coaches’ Cook-off with NCAA coaches competing head-to-head in the LG Kitchen for charity.
The LG deal was negotiated with CBS Sports and Turner Sports via a multi-media agreement under which they work with the NCAA to offer the NCAA’s corporate marketing program.
“LG’s renewal of its NCAA partnership underscores the power and growth of the NCAA as a marketing platform, and we look forward to working with the company to develop customized activations to support its consumer electronics, appliance and mobile businesses,” Will Funk, senior vice president of NCAA Partnerships and Branded Programming, Turner Sports Ad Sales, said in a statement. “LG’s continued support of all 89 men’s and women’s NCAA championships will allow NCAA fans to experience and engage with LG’s innovative products across television, digital, mobile, online and live events.”
NCAA official Corporate Champions are AT&T, Capital One and Coca-Cola. NCAA official Corporate Partners are Buick, Enterprise, Infiniti, LG Electronics, Lowe’s, Northwestern Mutual, Reese’s (Hershey’s), Unilever, UPS and Wheat Thins (Kraft).
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