Electronics Giant LG Renews Deal with NCAA
January 26, 2012
LG Electronics USA, an official NCAA Corporate Partner, has extended its alliance with the National Collegiate Athletic Association, under a new agreement that runs through August 2015.
Through this new agreement, negotiated with CBS Sports and Turner Sports, LG Electronics will continue as an official NCAA Corporate Partner and have exclusive category marketing and promotional rights related to all 89 NCAA championship events across 23 different sports, including the NCAA Division I Men’s Basketball Championship and NCAA Football Championships.
Working with the NCAA, Turner and CBS, all LG Electronics consumer products divisions will leverage LG’s relationship with college sports through integrated marketing programs, promotional activities, retailer tie-ins, and print, broadcast and online advertising. This is designed to strengthen consumers’ emotional ties with the LG brand across the company’s major product categories in the United States – Home Entertainment, Home Appliances and Mobile Phones, according to James Fishler, senior vice president, marketing and go-to-market operations, LG Electronics USA.
“LG is proud to build on our role as an Official NCAA Corporate Partner,” said Fishler. “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.”
The multi-faceted LG campaign, aimed at connecting with the NCAA’s extensive network of collegiate sports fans across the country, helps bring the LG brand to life in the minds of LG’s target consumers. The partnership provides LG with the opportunity to speak to more than 100 million passionate collegiate fans and alumni across 50 states, to show how LG’s stylish design and smart technology can enhance their lives.
“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 executive vice president of championships and alliances. “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.”
Chris Simko, Senior Vice President, Sales and Marketing, CBS Sports, said: “CBS Sports and Turner Sports are thrilled to announce this extension of our NCAA Corporate Partnership with LG. Over the past three years, LG has demonstrated a unique creative vision and willingness to support new NCAA Championship initiatives across their product lines and retail network, making them an invaluable marketing partner of ours.”
Will Funk, senior vice president of NCAA Partnerships and Branded Programming, Turner Sports Ad Sales, added: “LG’s renewal of its NCAA partnership underscores the power and growth of the NCAA as a marketing platform, and we look forward to working with the company to develop customized activations to support its consumer electronics, appliance and mobile businesses. LG’s continued support of all 89 men’s and women’s NCAA championships will allow NCAA fans to experience and engage with LG’s innovative products across television, digital, mobile, online and live events.”
LG’s Fishler explained that, under its new agreement, the company plans LG-themed events and initiatives across the country, including retailer promotions, throughout college sports seasons, with special emphasis on the NCAA March Madness men’s basketball championship.
The NCAA has a multi-media agreement with both CBS and Turner Sports under which they collaborate with the NCAA to offer the NCAA’s corporate marketing program.