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.
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.
