German automotive manufacturer Porsche has agreed a multi-year deal to sponsor US college sport conference the Ivy League.
Porsche will serve as an official partner of the Ivy League, with the deal to specifically focus on the conference’s men’s and women’s basketball tournaments.
The basketball tournaments will this year take place on March 10-11 at the University of Pennsylvania in Philadelphia. Princeton is the reigning men’s champion.
Porsche will have a year-round presence at championships and other Ivy League events, and the company also becomes an official sponsor of Penn Athletics.
The deal was agreed between JMI Sports, the Ivy League’s official marketing rights agency, Porsche Cars North America and Excel Sports Management.
JMI Sports has in the past brokered deals with Coca-Cola, Nike, Citizens Bank and Under Armour for the Ivy League.
“We are very pleased to add Porsche to the select group of partners for the Ivy League,” Erik Judson, chief executive of JMI Sports, said. “The brands of Porsche, the Ivy League and Penn fit extremely well together, and we look forward to unlocking the collective value of this important relationship for years to come.”