September 23, 2009: The NCAA said that LG Electronics USA has signed a multi-year deal to become an official corporate partner, with exclusive category marketing and promotional rights related to all 88 NCAA championship events across 23 different sports, including the NCAA Division I men's basketball tournament and NCAA football championships. Financial terms were not disclosed.
LG said it would support the partnership with the NCAA and CBS Sports through its "Something Better" integrated campaign, marketing programs, promotional activities, retailer tie-ins and print, broadcast and online advertising.
LG joins a roster of NCAA official corporate partners that includes Enterprise, The Hartford, Hershey's, Lowe's, Sheraton and State Farm. NCAA official corporate champions are AT&T, Coca-Cola and GM.
"Similar to the NCAA's talented coaches and student-athletes across nearly two dozen sports, LG aims to deliver 'something better' for consumers in home entertainment products, home appliances and mobile phones," John Weinstock, vp-marketing for LG Electronics USA, said in a statement. "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 'Life's Good' slogan." Back to Home Page