The US arm of Korean consumer electronics manufacturer LG has extended its corporate partnership with the National Collegiate Athletic Association.
LG’s fresh terms with the NCAA were negotiated with the organisation’s broadcast partners CBS Sports and Turner Sports and run through until August 2018. The company has served as a second-tier corporate partner of the NCAA for the past six years.
LG will benefit from category exclusivity for consumer electronics, mobile phones and home appliances in relation to all 89 NCAA championship events across 23 sports including the NCAA Division One Men’s Basketball Championship and the NCAA American football championships.
As part of its various promotional activities in association with the NCAA, including retailer tie-ins and on-site activations at games, LG has launched the LG Game Day Hub – an online location boasting a variety of NCAA content and a sweepstake for fans to win a trip to the 2016 basketball Final Four.
"LG's extended NCAA partnership reflects the strength of NCAA as a marketing platform, and we look forward to finding innovative new ways for college sports fans to experience and engage with LG's products across television, digital, mobile, online and live events," Will Funk, senior vice-president of sponsorship integration and business development for Turner Sports ad sales, said.