– LG Electronics has signed on as
an official corporate partner of the National Collegiate Athletics Association
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.”