LG Electronics USA Signs Deal To Become NCAA Corporate Partner

The NCAA and CBS Sports yesterday announced that LG Electronics USA has signed a multi-year deal to become an Official NCAA Corporate Partner, the NCAA's second-highest sponsorship designation. Per the deal, LG Electronics will have exclusive category marketing and promotional rights tied to all 88 NCAA championship events in 23 sports, including the NCAA men's basketball tournament and football championship games (NCAA). BRANDWEEK's Kenneth Hein reported the deal is for three years and "encompasses LG's home appliances, electronics and mobile phone brands." LG "plans on leveraging the relationship to promote its new 'Something better' campaign, which touts its products' design and technology, among NCAA fans." The ad campaign, via BrandBuzz, N.Y., "broke over the summer" (BRANDWEEK.com, 9/23). The following represents the NCAA's high-level corporate sponsors.

CORPORATE CHAMPIONS
COMPANY	CATEGORY	SINCE
AT&T	Wireless services	'01
Coca-Cola	Non-alcoholic beverages	'02
Pontiac	Car & parts	'98
CORPORATE PARTNERS
COMPANY	CATEGORY	SINCE
Enterprose Rent-A-Car	Car rental	'05
The Hartford	Mutual funds and related financial services	'04
Hershey's		'09
LG	Electronics	'09
Lowe's	Home improvement	'05
Sheraton	Hotels & resorts	'08
State Farm Insurance	Auto & home insurance	'05