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SBD/February 11, 2011/Marketing and Sponsorship
Buick To Be Presenting Sponsor Of NCAA Tourney Postgame Show On TBS, TruTV
Published February 11, 2011
ENGINEERED TO LAST: CABLEFAX DAILY’s Cathy Applefeld Olson noted Infiniti last month signed a “new corporate sponsorship” with the NCAA, and the “broad-reaching relationship includes ‘Inspired Performance’ advertising across the newly formed ESPN-CBS-Turner triumvirate.” Infiniti Senior Manager of Media & Experiential Kathleen Roznowski said there “will be some slight shifting of the messaging from the brand and product standpoint” across the media platforms, but the “main message -- that inspiration is contagious -- will flow through all of our messaging on all networks.” Roznowski: “We started brainstorming with ESPN last summer because we already had a relationship with them and have had a couple years working with them across cable network buys specifically related to basketball. ... The CBS and Turner negotiations did take some time to figure out, in terms of how we were going to put the package together.” Roznowski added Infiniti has “some robust sponsorships around the brackets and will build another online component with another charity element based around the brackets.” Roznowski said the company will be in "a lot of very targeted high-reach digital places" leading up to the start of the NCAA tournament, including CBSSports.com, Yahoo Sports and YouTube (CABLEFAX DAILY, 2/8).