Fast-food restaurants company Burger King has entered into a three-year partnership with National Collegiate Athletic Association broadcaster partners CBS Sports and Turner Broadcasting System to become the official quick service restaurant of the NCAA.
As an official corporate partner of the NCAA, Burger King will look to engage with fans through a year-round marketing campaign featuring sponsorship of all 89 college sports championships, including the NCAA’s men’s Final Four basketball showpiece.
Under the deal, which was brokered by Burger King’s media buying and planning agency Starcom, the company will be able to utilise all NCAA trademarks and logos when it kicks off associated promotional drives this autumn and will enjoy media, merchandising and on-site event advertising opportunities.
Additionally, Burger King will benefit from a customised national television advertising campaign around the NCAA men’s basketball tournament, as well as an online drive on March Madness Live, NCAA.com, Bleacher Report and CBSSports.com.
As part of a 14-year multi-media agreement with the NCAA, CBS and Turner Sports are licensed and collaborate on the NCAA corporate marketing program.