NCAA drives away with partner extension

Infiniti, the premium car brand of Japanese automotive manufacturer Nissan, has extended its partnership with the National Collegiate Athletics Association.

The brand will remain an official corporate partner of the NCAA for a further five years.

Under the agreement, Infiniti will retain title sponsorship rights to the NCAA Final Four Tip-Off Tailgate event and continue to support student athletes. The brand will also continue to be integrated into NCAA broadcasts and digital and streaming sponsorships, while NCAA coaches will partake in Infiniti marketing initiatives.

As part of its partnership with the NCAA and the National Association of Basketball Coaches, Infiniti this year donated over $1m (€883,000) to a number of coaches charities in the US. The figure included a $721,500 donation to Coaches vs. Cancer, a joint venture between the NABC and the American Cancer Society.

Infiniti has been a partner of the NCAA for six years and serves on the official corporate partner tier alongside Allstate, Amazon Echo, Bing (Microsoft), Buffalo Wild Wings, Buick, Enterprise, LG, Lowe's, Nabisco, Northwestern Mutual, Reese's, Unilever and UPS.