Allstate Becomes Official Corporate Partner of NCAA, Sponsors March Madness

By Community | March 6, 2012

Allstate Insurance Company have announced it has become an official Corporate Partner of the NCAA. 

Through a deal with CBS Sports and Turner Sports, the partnership will expand Allstate’s extensive presence in collegiate athletics, providing opportunities for the company to activate around the NCAA’s 89 men’s and women’s championship events and support important educational and community initiatives.

The timing of the announcement will allow the company to leverage its partnership surrounding this year’s NCAA Division I Men’s Basketball Championship, which tips off March 13 in Dayton, Ohio with the First Four and concludes with the NCAA Men’s Final Four in New Orleans March 31-April 2.  To launch its NCAA partnership, Allstate will air new television commercials during coverage of the tournament on TBS, CBS, TNT, and truTV.

“Allstate is thrilled to expand its commitment of supporting collegiate athletics and student athletes by becoming an official corporate partner of the NCAA,” said Lisa Cochrane, Allstate’s senior vice president of marketing. “The excitement of the NCAA tournament has shown us that anything can and will happen – it’s March and it can be mayhem.”

“Putting a spotlight on the outstanding achievements of student-athletes in the classroom and in competition is a common goal of the NCAA and our new corporate partner Allstate,” said Greg Shaheen, NCAA interim executive vice president for championships and alliances. “Allstate has shown its dedication to intercollegiate athletics over the years. We’re pleased to welcome Allstate to the NCAA corporate family and provide the company with championship platforms that will broaden its support of student-athletes and place additional emphasis on the value of higher education.”

Chris Simko, senior vice president, CBS Sports Sales and Marketing and director CBS Sports Properties Group, said: “Through this multi-year partnership with CBS and Turner, Allstate will have the opportunity to showcase its unique brand of creative messaging and strategic activation at NCAA Championship events throughout the year. The NCAA’s corporate marketing program is the perfect fit for a client who has displayed such a thorough corporate commitment to intercollegiate athletics and believes so strongly in the ideal of today’s student-athlete.”

“We’re excited to add another great brand to our Corporate Champion and Corporate Partner family,” said Will Funk, senior vice president of NCAA Partnerships and Branded Programming, Turner Sports. “Allstate’s creative and innovative marketing will bring a unique voice to the NCAA. We look forward to Allstate’s activation across television, digital, mobile and events at various NCAA Championships in the winter, spring and fall.”

Allstate will have presence on-site in New Orleans at the NCAA Men’s Final Four at Bracket Town refreshed by Coca-Cola Zero, providing fans the chance to experience basketball mayhem first hand.  Allstate will offer fans the chance to participate in basketball-themed activities and for the chance to win the ultimate college sports fan prize – a trip for two to the 2013 BCS National Championship game and the 2013 NCAA Men’s Final Four in Atlanta.

In addition to its NCAA partnership, Allstate is the title sponsor of the Allstate Sugar Bowl and the Allstate AFCA Good Works Team.  The company has also contributed more than $2.4 million in general scholarship donations for successful field goal and extra point kicks as part of its Good Hands Nets program at 71 partner colleges and universities.

by Ismail Uddin