LG Tips Off 2012 Sports Campaign

By Greg Tarr -- TWICE, 1/25/2012

Englewood Cliffs, N.J. - LG Electronics USA, said Wednesday it has extended its ongoing alliance with the National Collegiate Athletic Association, in a new agreement that runs through August 2015.

LG’s extended deal with the NCAA, CBS and Turner Sports will include key themed events showcasing LG's home entertainment/appliance/mobile phone technologies, including Cinema 3D LCD TVs.

The new pact, which includes both CBS and Turner Sports, LG Electronics will continue as an official NCAA Corporate Partner with exclusive category marketing and promotional rights related to all 89 NCAA championship events across 23 different sports. Among the included key events will be the NCAA Division I Men's Basketball Championship and NCAA Football Championships.

James Fishler, LG marketing and go-to-market operations senior VP said the new agreement will place special emphasis on the NCAA March Madness men's basketball championship and will leverage LG-themed events and initiatives across the country, including season-long retailer promotions.

LG said it will tie advertising and promotions for all of its consumer products divisions into the college sports sponsorship deal. The company said that once again it is planning a integrated marketing programs, promotional activities, retailer tie-ins, and print, broadcast and online advertising.

LG said the sponsorship has been successful at strengthening consumers' emotional ties with the brand across the company's major U.S. product categories. These include home entertainment, home appliances and mobile phones, said Fishler.

"LG is proud to build on our role as an Official NCAA Corporate Partner," Fishler added. "Similar to the NCAA's talented student-athletes and coaches across nearly two dozen college sports, LG focuses on excellence in electronics, appliances and mobile. Through this alliance, we unite all three major product categories to build a common feel for the brand, capturing the essence of LG's famous ‘Life's Good' slogan."

LG said the sponsorship helps to reach more than 100 million collegiate fans and alumni across 50 states.

"LG has been a key member of the NCAA Corporate Partner family for three years now, and we're thrilled that this industry leader has committed to a long-term relationship," said Greg Shaheen, NCAA interim championships and alliances executive VP. "Our primary goal is high standards in academics and athletics, which is compatible with LG's leadership and high standards in business principles and products."

Exact plans for the 2012 Men's Final Four have not yet been announced, but 2011 Men's Final Four fan-engagement activities will include 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.

LG's 2011 "Do March Right" sustainability projects include helping the NCAA "go green" through the LG Electronics Recycling Program and Energy Star promotions to encourage local residents and fans from across the country to help save the planet.