Indianapolis - LG Electronics has signed on as an official corporate partner of the National Collegiate Athletics Association (NCAA).
Through the multiyear partnership, LG will have exclusive category marketing and promotional rights to all 88 NCAA championship events across 23 different sports, including the NCAA Division I Men's Basketball Championship and NCAA Football Championships, the company said.
Together with the NCAA and CBS Sports, all LG Electronics consumer products divisions will leverage this relationship through integrated marketing programs, promotional activities, retailer tie-ins and print, broadcast and online advertising, the organizations said.
"This will help strengthen consumers' emotional ties with the LG brand across the company's major product categories in the United States - home appliances, home electronics and mobile phones," according to a company statement on the deal.
The multi-faceted LG NCAA sports effort will build upon LG's "Something Better" integrated media campaign.
The partnership provides LG with the opportunity to speak to about 1,000 member schools, more than 400,000 NCAA student athletes annually and more than 100 million collegiate fans and alumni across 50 states, LG said.
"LG is proud to become an official NCAA corporate partner," stated John Weinstock, LG Electronics USA marketing VP. "Similar to the NCAA's talented coaches and student-athletes across nearly two dozen sports, LG aims to deliver â€˜something better' for consumers in home entertainment products, home appliances and mobile phones. Through this alliance, we will unite all three major product categories to help build a common feel for the brand, while capturing the essence of LG's famous â€˜Life's Good' slogan."