LG Brand Joins NCAA Official Corporate Partner Program
INDIANAPOLIS, Sept. 23, 2009 – The NCAA and CBS Sports today announced that LG Electronics USA has signed on to become an Official NCAA Corporate Partner. Through this multi-year partnership, LG Electronics will have exclusive category marketing and promotional rights related to all 88 NCAA championship events across 23 different sports, including the NCAA Division I Men’s Basketball Championship and NCAA Football Championships.
Together with the NCAA and CBS Sports, all LG Electronics consumer products divisions will leverage this relationship through integrated marketing programs, promotional activities, retailer tie-ins and print, broadcast and online advertising. This will help strengthen consumers’ emotional ties with the LG brand across the company’s major product categories in the United States – Home Appliances, Home Electronics and Mobile Phones.
The multi-faceted LG campaign, aimed at connecting with the NCAA’s extensive network of collegiate sports fans across the country, will build upon LG Electronics USA’s “Something Better” integrated media campaign and will help bring the LG brand to life in the minds of LG’s target consumers. The partnership provides LG with the opportunity to speak to about 1,000 member schools, more than 400,000 NCAA student-athletes annually and 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 is proud to become an Official NCAA Corporate Partner,” said John Weinstock, vice president, marketing, LG Electronics USA. “Similar to the NCAA’s talented coaches and student-athletes across nearly two dozen sports, LG aims to deliver ‘something better’ for consumers in home entertainment products, home appliances and mobile phones. Through this alliance, we will unite all three major product categories to help build a common feel for the brand, while capturing the essence of LG’s famous ‘Life’s Good’ slogan.”
“We are thrilled that LG has decided to join the NCAA Corporate Partner family,” said Greg Shaheen, NCAA senior vice president of basketball and business strategies. "Our primary goal is high standards in academics and athletics, which is compatible with LG’s leadership in business principles and products that deliver ‘something better’ for consumers.”
“CBS Sports is excited to add LG to the impressive roster of NCAA Corporate Partners,” said Chris Simko, senior vice president, CBS Sports sales and marketing, and director, CBS Sports Properties. “With custom branding initiatives across all three lines of business creating connections with millions of customers, LG will undoubtedly provide unique, year-round marketing and promotional activation opportunities for the NCAA and CBS Sports.”
About the NCAA
The NCAA, based in Indianapolis, is a membership-led nonprofit association of colleges and universities committed to supporting academic and athletic opportunities for more than 400,000 student-athletes at more than 1,000 member colleges and universities. Each year, more than 54,000 student-athletes compete in NCAA championships in Division I, II and III sports. Visit www.NCAA.org and www.NCAA.com for more details about the Association, its goals and members and corporate partnerships that help support programs for student-athletes. The NCAA is proud to have the following elite companies as official Corporate Champions—AT&T, Coca-Cola and GM—and the following elite companies as official Corporate Partners—Enterprise, The Hartford, Hershey’s, LG Electronics, Lowe's, Sheraton and State Farm.
About LG Electronics USA
LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a $45 billion global force and technology leader in consumer electronics, home appliances and mobile communications. In the United States, LG Electronics sells a range of stylish and innovative home entertainment products, mobile phones, home appliances and business solutions, all under LG's "Life's Good" marketing theme. For more information, please visit www.LGusa.com.
John I. Taylor
LG Electronics, USA