Under the agreement, negotiated with the NCAA’s multi-media and corporate marketing partners CBS Sports and Turner Sports, LG will have exclusive category marketing and promotional rights related to all 89 NCAA championship events across 23 different sports, including the NCAA Division I Men's Basketball Championship and NCAA Football Championships.
“Similar to the NCAA's talented student-athletes and coaches across nearly two dozen college sports, LG focuses on excellence in electronics, appliances and mobile,” said James Fishler, senior vice-president of marketing and go-to-market operations for LG Electronics USA. “Through this alliance, we unite all three major product categories to build a common feel for the brand, capturing the essence of LG's famous 'Life's Good' slogan.”
LG will continue as an official NCAA corporate partners alongside Buick, Enterprise, Infiniti, Lowe's, Northwestern Mutual, Reese's (Hershey's), Unilever, UPS and Wheat Thins (Kraft). “LG has been a key member of the NCAA Corporate Partner family for three years now, and we're thrilled that this industry leader has committed to a long-term relationship,” added Greg Shaheen, NCAA interim executive vice-president of championships and alliances. “Our primary goal is high standards in academics and athletics, which is compatible with LG's leadership and high standards in business principles and products.”
